Live from the In-Store Marketing Institute: Digital Media as In-Store Experience
Digital Media is adding a fresh dimension to the in-store experience.
Similar to a TV model, digital media offers video clips ranging from 30 seconds to three minutes on in-store monitors. The clips feature wellness and cooking tips, recipes and other sponsored content that engage shoppers and exposes them to new ideas.
“Retailers must create a physical environment and an emotional environment that gets people in store,” said Stuart Jacob, senior vice president of programming and partnerships, for SignStorey Digital Media, a company that offers digital media solutions. “Digital signage translates that emotional connection.”
For example, SignStorey ran an in-store media campaign for SuperValu promoting its Meal program, which offers free items with purchases of select products. In its most recent promotion, shoppers who bought two Hormel pre-cooked items received Country Crock potatoes and a bag of Fresh Express lettuce for free. The video showed how the three products made for an easy and quick dinner.
Digital media also offers product placement opportunities to further promote the brand. In another example, a sales associate demonstrated a recipe using Hellman’s mayonnaise. The product appeared in the clip, as well as to the side of the screen. People could also obtain the recipe by calling an 800 number or download it.
“It’s not just about the display case that can change an ad, it’s about creating an emotional environment,” Jacob said.
To make it work, retailers should offer informative, but enjoyable messages, he said. They must also be respectful of shoppers’ time.
“Digital signage today is a new medium,” said Jeff Weidauer, the vice president of marketing for SignStorey Digital Media and a former director of brand advertising for SuperValu. “We’ve learned a lot.”
Weidauer offered the following tips when using digital marketing:
*Merchandise to match the message
*Make the content fit the context
*Integrate with other media
*Keep content relevant to the shopper
*Track Your Results
*Continue to Measure Shopper Acceptance
*Learn from Each Campaign
