The dual-sided design offers some key benefits:
- Putting screens in windows, facing outside, normally means the backside facing into businesses is a blank sheet of painted metal, or a wall of plastic and cables. With the dual-sided display, that otherwise dead visual space is used as a second screen, and even the cable for power is hidden away inside the thin mounting bracket, ensuring a clean look.
- Though super-thin, the engineering design of the dual-display unit has the built-in smarts to allow distinct messaging on each screen.
Burt Brothers is now running full-screen promotional offers and other messaging on the outside-facing screens, and different content with a split-screen layout inside for customers, who have more time to see and absorb messaging. Along with promotions, content includes video spots from tire vendors and helpful auto-related tutorial videos.
The outside screen is intended to draw people in, says Burt, the chain’s co-owner with a brother and three cousins. “Inside, the screens are for people coming in, who we can remind how big we are, in terms of what we offer,” Burt said. “In case they come in for one service, and we don’t remember to ask them if they need anything else, it gets them thinking about our other offerings they could need now or in the future.”
“There’s always a sale going on in every store you walk into,” adds Burt, “so this gets customers thinking, and provides stuff for our people to talk about.”
The content mix includes evergreen, always-relevant messaging about battery checks and wiper blade replacements, as well as seasonal messaging like reminders and special offers on snow tires and spring tune-ups.