Ben & Jerry’s Mixes Innovation and Multimedia with Peace, Love and Ice-cream
Super-premium ice cream and sorbet chain - Ben & Jerry’s - has selected Task Retail Technology (TASK) and its xchangemedia™ multi-platform and digital design technology for its national multimedia project and digital signage rollout.
The project is being implemented to assist in increasing sales across Ben & Jerry’s national store network. It will give Ben & Jerry’s the option to automate and tailor menu boards to specific store locations and customer preferences, as well as grow awareness for Ben & Jerry’s broadening product portfolio of chillers, shakes, smoothies, sundaes and dessert offerings.
“We offer a wide variety of products in addition to our cups and cones. In fact we sell over 100 menu items” said Adrian Di Tonto, national retail operations manager for Ben & Jerry’s Australia. “When customers come into the store they look at two things, the menu boards and the ice-creams. We knew we had to build visibility and awareness of our more premium products without overwhelming customers with in-store posters and crowded menus.”
Ben & Jerry stores have fluctuating foot traffic numbers throughout the day and as a result the brand is looking to find the right balance between promoting its high margin super premium ice-cream products and its more niche offerings at different times of the day.
“The functionality of the TASK platform to rotate different offers throughout the day, such as after school treats or after dinner dessert options, has meant we can promote what the customer desires at the time they are most likely to purchase,” said Di Tonto. “It’s a subtle but impactful change.”
In addition to day part rotations the xchangemedia platform can also customise menus based on each store’s physical layout, however as the design and digital display was built out of head office, brand and messaging remains consistent.
“We have the ability to update promotions, menu items and product placement across every store nationally in a matter of minutes. This dynamic feature of the TASK technology means we can enhance customer experience and influence buyer behaviour in real-time. Ultimately, every customer that enters the store we aim to provide an unmatched experience and give them a reason to return,” said Di Tonto.
According to Di Tonto the decision to partner with TASK was a collaborative process including business leaders, marketing and product teams, operations and IT. Ongoing innovation, features updates and reliable support services from TASK has also ensured the partnership is built on trust.
“The opportunity to work with such a reputable brand as Ben & Jerry’s is an exciting one,” said Dean Houden, head of digital design and marketing at TASK. “TASK is committed to partnering with Ben & Jerry’s to achieve their operational and marketing objectives. We are constantly refining design and functionality to deliver better results and look forward to a long and successful relationship with this outstanding brand."