In-store media is big. Rated number one by marketers as a promotional tool and advertising display in 2008 – this media category continues to be a major priority this year.
At a recent marketing conference, brand marketers, retailers, POP and ad agencies confirmed that retail marketing is the way to go. And digital TV appears to be the ‘G-spot’ in the retail environment. Chris Day, MD of Moving Tactics, an alternative media company, says, “Digital media advertising changes people’s minds and increases sales.”
Retail digital marketing, the point where the brand comes into contact with the consumer, is described as the ‘moment of truth’ and the conversion to a brand at this point as first prize. Which is what brand managers utilizing retail digital media are discovering, to their collective delight.
110 Screens in 45 Picardi Rebel outlets deliver critical information to trigger buying decisions and, of course, entertain. Day says the addition of audio and customer interaction has meant an exponential increase in immediate customer interaction. “The short SMS service, with flash voice-overs, means there is a call to action for customers via promotions, competitions and price incentives.
We can also harness the power of instant redemption via coupons. The audio helps bring the message to life. The medium becomes an in-store salesperson, able to inform customers about what is on offer and any specials.”
Bite-sized regularly-updated lifestyle content covering live news, weather, and sports headlines, from News 24, as well as entertaining and informative snippets of information ensures that customer attention is captivated.
After celebrating an extremely successful first ‘in-store birthday’ at 100 Midas stores last month, Moving Tactics’ plasma screens have been live in Picardi Rebel stores for three months.”There has been nothing but positive feedback from the retailers and the brand managers,” says Day.