Coles Myer 1st Choice Liquor Superstore partners with Fujitsu to deliver digital media

Fujitsu Australia was recently named the primary contractor for the continued rollout of a digital media network for Coles Myer’s 1st Choice Liquor Superstores across Australia. Fujitsu will manage a consortium of vendors to provide a full end-to-end digital media managed service across 45 1st Choice Liquor Superstores over the next three years. Fujitsu has strategically partnered with Beach Hut Media who forms part of the consortium that is responsible for the digital media advertising sales and content creation for 1st Choice stores.

Fujitsu’s appointment as primary contractor follows the successful roll-out of a network of in-store screens and kiosks that display tailored point-of-sale content in the first eight 1st Choice Liquor Superstores to open. There are currently three 1st Choice Liquor Superstores in Victoria, three in Queensland, one in the ACT and one in SA.

The content for the kiosks and plasma screens is delivered via Fujitsu’s TELentice content distribution and management system, a flexible and highly scaleable software platform which was developed in Australia and has been successfully deployed by a number of retailers worldwide. With the help of Fujitsu’s TELentice platform, 1st Choice Liquor Superstore use light, movement and sound to create an informative and entertaining retail experience.

Rod Vawdrey, Chief Executive Officer, Fujitsu Australia and New Zealand, said, “Digital Media introduces a smarter, more dynamic way of advertising to customers. Fujitsu’s Digital Media Solution gives 1st Choice the ability to change and update content at any time from a central location, making it a simple procedure to introduce new promotions or develop specific campaigns for individual stores.”

For the purpose of the digital media network, each 1st Choice store is divided into four different zones - Beer, Wine, Spirits / Pre-Mixed Drinks, and Checkout, with different content programmed for each section. Up to 14 screens and four touch-screen kiosks are located throughout the store to advertise special offers and enable customers to search for information about different products and their location.

1st Choice has a huge product range and the kiosks play an important role in helping customers to find the products they need at the best price. For instance you can search for a red wine from the Margaret River region priced between $10 and $20 that will go with steak - and the system will provide a complete list.

The kiosks also have a party planning function that enables customers to calculate the amount of alcohol they need for an event or function by entering the number of people expected, the number of non-drinkers, the type of function and the drinking preferences of those attending. The kiosk will even print out a shopping list.

While the information in the kiosks is consistent across the store, the content displayed on the television screens varies according to its zone.

Rod Vawdrey said, “This is a great example of a complete, end-to-end solution encompassing design, proof of concept, integration, and content delivery and management, including a strategic partnership with Beach Hut Media for digital media advertising sales and content creation for 1st Choice stores. Fujitsu is very excited to be partnering with 1st Choice to provide an enhanced retail experience for its customers using the latest in digital media technology.”

To find out more about Fujitsu’s Digital Media Managed Service, please contact: