State-of-the-Art Digital Signage to be Installed in Primaris REIT Shopping Centres [Interview]

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Cineplex Digital Media (CDM), a division of Cineplex, is teaming up with Primaris REIT to develop, install and maintain a state-of-the-art digital signage network in 19 shopping centres across Canada including Dufferin Mall in Toronto and Orchard Park in Kelowna.

As part of the partnership, CDM will operate a network of nearly 70 digital displays at 19 Primaris owned and managed retail properties in British Columbia, Alberta, Manitoba, Ontario, Quebec, and New Brunswick. Each property will receive a custom display solution consisting of large double-sided portrait screens for media advertising, mall directories, and maps. The new network of digital displays is expected to be fully deployed nationally this fall.

Fab Stanghieri, Executive Vice-President and Managing Director, Media, for Cineplex, said CDM has been a trusted mall network partner for over a decade and by adding 19 additional properties to its robust digital signage network, it now has access to at least 60 per cent of the Canadian shopping audience. 

Fab Stanghieri

“This deal enables not only our media partner’s audience reach to even more of Canada’s mall consumers, but it also gives CDM the opportunity to support Primaris’ ongoing commitment to providing exceptional and innovative shopping experiences for their guests,” he said. 

“Our digital signage network with Primaris features state-of-the-art double-sided portrait screens for media advertising, mall directories, and maps. It doesn’t stop at the technology though. We’re all familiar about the importance of building a retail customer journey – well, that customer journey is just as important because those same customers are walking through the shopping centre. 

“A strong digital signage network meets consumers in the places and spaces they actually want to be in – it keeps them engaged, receptive and emotionally connected. And with the right strategy and solution, a digital signage network can drive shopper engagement, additional (media) revenue, increase dwell time, and even draw in new data insights.”

Cineplex Digital Media (Image: Dustin Fuhs)

With the addition of Primaris REIT, CDM’s mall network spans across 69 centres with over 700 million yearly visitors. In addition to its robust mall network, CDM’s digital signage business also designs digital in-store experience solutions for a variety of clients which include Grocery, Retail, Multi-Brand Retail, Financial Banking and QSR industries, added Stanghieri.

“We’re continuously working with landlords to build out new directory and media programs that best align with their business objectives,” he said.

“We are installing the Primaris network in early September with plans to complete the full 19 location rollout by early October –  just in time for the busy holiday season.”

In a news release, Jasleen Bhinder, Director, Marketing, Primaris REIT, said the company’s ongoing commitment to consumers and retail partners is exemplified through its continuous efforts to increase traffic to its shopping centres with memorable and meaningful experiences.

“We are excited to work with CDM’s strategic customer-centric and robust in-house team of experts and look forward to CDM’s strategy-focused programs including creative playlists, optimization, specialty tenant branding opportunities, and innovative technology solutions,” she said.

Cineplex has more than 170 movie theatres and location-based entertainment venues in Canada.

Primaris REIT owns and manages 35 retail properties aggregating approximately 11.4 million square feet, at Primaris REIT’s ownership share valued at approximately $3.3 billion, including 22 enclosed shopping centres totaling approximately 9.8 million square feet and 13 unenclosed shopping centres and mixed-use properties aggregating approximately 1.6 million square feet. 

Article Author

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training.

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