Digital Signage Improves Guest Experience and Modernizes Baldwin Commercial Properties

COMPANY BACKGROUND

Baldwin Commercial Properties (BCP) owns and operates 12 commercial office buildings, primarily located in the west suburbs of Minneapolis, MN. BCP portfolio consists of over 500k sq ft of leasable space. Buildings range in size from six stories with 50 tenants to two stories with 15 tenants. In 2017, Jim Baldwin, President, and Owner, of BPC wanted to implement a digital signage system to show directories and important announcements for tenants and visitors about the property. Today, BPC has 20 screens across its portfolio of buildings.

THE CHALLENGE

Baldwin Commercial Properties was looking for a way to improve the customer experience and modernize its properties. Before the 2017 renovation, they relied on static directories to navigate their visitors and display the locations of their tenants. As new properties opened or moved, these directories were not updated frequently, which left visitors confused about where to go. The static directories were also time-consuming and costly to update. The informative content also needed a “creative boost”. While the visitors appreciated the content, Baldwin Commercial Properties wanted a way to make their content stand out and appear more visually appealing while engaging with customers.

Baldwin Commercial Properties chose to implement digital signage to simplify the first-impression experience for its visitors and add visually appealing elements to their directories, which would ultimately help them engage better with their audience.

What we needed to achieve:

• Help visitors find and navigate through the property buildings
• Deploy updated tenant information quick and easy
• Streamline content upload process
• Increase engagement with tenants and visitors

THE SOLUTION

BCP implemented 20 digital signage screens at the entrances of their buildings in the west suburbs of Minneapolis, MN, all powered by the Reach Media Network Digital Signage Platform. The REACH platform provided streamlined content management for BCP. Within the software, their staff can easily manage tenants in their directories and add specific content for promotions and events. They can display and have tenants and visitors engage with the most up-to-date information.

REACH’s solution also offered a robust platform for BCP staff to manage their displays and upload content remotely. By being able to control their digital signs remotely, this helped increase efficiency. They could update their screens with current information from anywhere. BCP staff wanted a platform with advanced content scheduling. Advanced content scheduling allowed them to schedule different content for different times of the day. This enabled them to effectively target their audience digitally.

REACH’s content-rich digital signage software includes hundreds of content apps and data integrations, giving BCP the ability to choose from a library of content. They can display various forms of content, including directories, wayfinding, weather/time, RSS feeds, promotions, transit, and more.

THE RESULTS

Implementing digital signage screens has helped modernize Baldwin Commercial Properties (BCP) and implementing digital signage screens has helped modernize Baldwin Commercial Properties (BCP) and improve the overall tenant and visitor experience.

As a result of the digital signage implementation, BCP was able to provide compelling directories of current tenants in each building and guide visitors to their destination.

“The REACH platform is what we needed. It was an important milestone for the marketing team, making their job more efficient and effective. With less effort, they can provide elevated visitor experiences that have resulted in repeat business for tenants, positive reviews, and an enhanced brand image,” says Jim Baldwin, President, and Owner, Baldwin Commercial Properties.

BCP staff noted increased engagement with the digital signs. The easy-to-read screens quickly became a ‘starting point’ for new and existing tenants and visitors. They provided the information needed to locate a tenant successfully and promptly, helping to reduce potential congestion.

The flexibility of uploading and managing content helped BCP staff better keep their directories updated. By having a flexible way to update tenants, it created a staffing efficiency and reduced printing cost as they did not have to recreate their building directory and map once tenants moved. Furthermore, this also helped to reduce visitor confusion since they now receive the most up to date information of the stores.

Implementing digital signage gave BCP an easy way to display promotions and other advertisements. These promotions help increase brand awareness and increase foot traffic to those tenants.

Overall, digital signage has become an asset to Baldwin Commercial Properties. It has provided an easy to use, easy to deploy, easy to maintain solution to help navigate the buildings, and provide other content to improve the audience experience.

HIGHLIGHTS

Baldwin Commercial Properties needed a dynamic way to help tenants and guests navigate through their commercial office buildings. The new displays not only display building directories and wayfinding but additionally provide value in welcoming visitors and providing information about current news and upcoming events.

The staff at Baldwin Commercial Properties can now remotely control their directories and other content, improving customer experience.

“The REACH platform is what we needed. It was an important milestone for the marketing team, making their job more efficient and effective. With less effort, they can provide elevated visitor experiences that have resulted in repeat business for tenants, positive reviews and an enhanced brand image.”

Jim Baldwin
President and Owner
Baldwin Commercial Properties