How Content is Distributed across Groups

ScreenScape has specific features to help distribute content to screens across the network. With a ScreenScape group license, individual displays can be networked to automatically show content added by others.

“Healthy Foods” example case

“Healthy Foods” is a high-end grocery store running several displays in each of their departments.

The goal at Healthy Foods is to have every display run its own specific content (the Fish department should run unique slides on the “Catch of the Day”), some common content with others in its department (the Fish and Beef displays should both run the same “The Quality of our Meats” content), and universal content across the entire store (“Today’s Store Special”). 

Healthy Foods Layout

Making content distribution easy

ScreenScape simplifies the content distribution process. Displays can have both unique content and shared content. Even though there are over a dozen unique displays in the store, the common content only needs to be updated once. When new store wide or department wide content is added (“A Holiday Message from our CEO”), it can be instantly distributed to every screen in the store.

Distributing content through a hierarchy

Think of the ScreenScape displays in Healthy Foods with the structure of a basic organizational chart. The org chart has a “top” level (e.g. on an actual org chart, this could be the Manager) which all other levels are below; in the Healthy Foods example this would be the store-wide “Healthy Foods” account. The next level of the org chart (e.g. Assistant Managers) would report to the top level, but also have their own subordinate levels; in our example this could be the Meats Dept, the Product Dept, the Cashiers, or the Pharmacy. Accounts on the third level would each report up to a member on the second level (e.g. Sales Associates); Healthy Foods would have a Fruits and a Vegetables account under Produce Dept, etc.

Healthy Foods Layout

To distribute content, each level “inherits” selected content from the level above it. The Store-wide account can designate content that applies to all accounts below it, the Department level accounts have content for the specific levels below them, and so on. For example, a message about today’s “Butcher’s Special” is applicable to every display in the Meat Dept, but not to displays in the Produce Dept. A message about the Omega-3 benefits of fresh salmon is only applicable to the Seafood counter display, not to the entire Meat Dept.

Healthy Foods Layout

 

The simple content equation

In our grocery example, the display in the Vegetable area of the Produce Dept would include its own unique content (e.g. 15% of the total), content applicable to all of the Produce Dept (e.g. 25% of the total), and content applicable store-wide (e.g. 60% of the total). Together, the content contributions from each level adds up to result in the total content on the Vegetable display. The end product is a unique Vegetable display that includes a mix of specific content and general store-wide messaging.

 

Healthy Foods Layout

Using this technique coordinated content updates can easily be distributed to targeted areas in the store, without duplication of effort at any level. Access to management of the display content can also be safely distributed: the Healthy Foods store manager can comfortably give his butcher access to update the daily “Butcher’s Special” content, without exposing access to the Checkout displays, the Pharmacy displays, or the store wide content.

Content distribution across large groups

The Healthy Foods example can be generalized for any size or type of display network. A large network could have “National” at the top; then “East”, “West” and “Central”; then state by state; then individual franchise outlets each with their own sub-networks. At each of these levels, messaging specific to that branch could be distributed to all member displays.

Picture the Healthy Foods store as an outlet attached at the base of a national franchise network. Imagine how a campaign originating at national headquarters could immediately be intelligently distributed down to the level of every screen in the network.