Business Technology

No holes found in doughnut shop's TfL real-time advertising campaign

2 min read

24 February 2015

Former deputy editor

Crosstown Doughnuts found its real-time advertising campaign on the digital screens of the London Underground generated tasty results with a sales spike of 150 per cent.

The seller of sweet foodstuffs worked with iPad-based point of sale (POS) specialist Shopwave, outdoor media firm Exterion Media and TfL to get the real-time ad campaign, which has been declared “an out of home (OOH) advertising first”, up and running.

The two-week trial at Piccadilly Circus communicated with commuters on the tube station’s digital screens when in-store sales were low, as Crosstown staff members were able to push a coffee and doughnut deal to them in real-time to encourage footfall.

JP Then, co-founder of Crosstown Doughnuts, said: “Being able to use one system that delivers a simple way to drive footfall to stores through digital screens is a ground-breaking concept for retailers. This is a truly innovative idea and we’re delighted with the results of the trial.”

Over the fortnight, the trial increased sales of the promotion by 150 per cent, far exceeding typical deals growth, while overall store transactions rose by almost ten per cent.

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Julian Polzella, CTO and co-founder at Shopwave, said: “By bringing together the Shopwave Connect system and Exterion Media’s dashboard we are enabling tactical targeting to take place in real-time through an easy-to-use platform.

“This trial with Crosstown Doughnuts has proved the concept and we look forward to working with Exterion and other brands in the future to see what impact we can make on driving footfall to their businesses.”

TfL was also pleased with the results, and claimed it will work with more retailers across the network to better support customers in the future.

Jason Cotterrell, managing director UK, Exterion Media, added: “By integrating digital advertising with other platforms, we can provide our customers with more innovative ways of engaging consumers. The aim of the trial was to test and learn, and it has been a great success. As a result, we plan to scale and open this opportunity up to other potential retail partners.”

In other doughnut-related news, Krispy Kreme has been encouraging children to join the KKK.