The power of using digital technology in a store environment has been highlighted by financial services provider Virgin Money, which says its is using digital signage to enhance its customers' experience of the brand.

Virgin Money's customer lounge in Glasgow, which opened earlier this summer, has attached digital screens on its windows and in-store to provide customers with information about the business's range of products and services.

Working with marketing communications firm APS Group, the banking group has also delivered a cinema room within the lounge, which is available for use by community groups, local businesses and charity events. APS recently helped develop the in-store experience at Superdrug's new beauty concept in Cardiff.

The digital technology is part of Virgin Money's strategy to create a relaxing environment for customers and potential customers, who can also make use of free Wi-Fi and iPads, as well as complimentary newspapers, magazines and refreshments, in the lounge.

Stuart Miller, director of stores and lounges at Virgin Money, said: "Lounges can be used by customers looking for a place to unwind and relax, and community groups are also able to come in and use the facilities on offer.

"APS has delivered a stimulating and interactive digital system that helps us to promote our brand to our customers and the wider community."

Virgin Media, the telecoms component of Richard Branson's multifaceted business group, has also placed digital screens in all of its UK store windows as way of promoting and modernising its brand.

Designed, manufactured and installed by tech company Esprit Digital, which has provided escalator screens for London Underground and video walls at Westfield shopping centre, the screens are linked directly to head office and are updated regularly with new promotions and customer messaging.

Esprit says that Virgin Media is the first UK retailer to introduce this type of technology across its entire estate.

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APS Group

Esprit Digital