Digital Media as an In-Store Experience
Posted by Universal Ad at Wednesday, October 17, 2007 7:35 AM and is filed under in-store,Digital,media,Retail,Video 
Two articles in Promo Magazine covered the In-Store Marketing Institute's recent conference.
First, Digital Media as an In-Store Experience discussed the expanding usage of short video clips (30 seconds-3 minutes) shown on store monitors, featuring items on wellness, cooking tips, recipes and other sponsored content. The goal - engage, entertain and educate consumers.
Retailers can achieve this by creating "a physical environment and an emotional environment that gets people in store... Digital signage translates that emotional connection.” The messages need to be "informative but enjoyable" and "respectful of shoppers’ time". Additional tips can be found in the article.
The second article shows how Home Depot is taking a somewhat opposite route - cutting back on its use of in-store signage to reduce noise and clutter and avoid overwhelming the consumer. They studied consumer priorities when it comes to store signage - navigation is #1, followed by store specials, how-to advice, branding and in-store promotions.
Home Depot used this data to create a fun retail experience with displays that explain to the consumer "What can we do for you, what to do and when to do it, what’s new and cool and how to get it done." For example, a humorous ad showing Santa Claus in his sleigh with an elf being pulled over by a police officer to promote gift cards as a gift-giving option given Santa’s impending delay.
Posted by Universal Ad
First, Digital Media as an In-Store Experience discussed the expanding usage of short video clips (30 seconds-3 minutes) shown on store monitors, featuring items on wellness, cooking tips, recipes and other sponsored content. The goal - engage, entertain and educate consumers.
Retailers can achieve this by creating "a physical environment and an emotional environment that gets people in store... Digital signage translates that emotional connection.” The messages need to be "informative but enjoyable" and "respectful of shoppers’ time". Additional tips can be found in the article.
The second article shows how Home Depot is taking a somewhat opposite route - cutting back on its use of in-store signage to reduce noise and clutter and avoid overwhelming the consumer. They studied consumer priorities when it comes to store signage - navigation is #1, followed by store specials, how-to advice, branding and in-store promotions.
Home Depot used this data to create a fun retail experience with displays that explain to the consumer "What can we do for you, what to do and when to do it, what’s new and cool and how to get it done." For example, a humorous ad showing Santa Claus in his sleigh with an elf being pulled over by a police officer to promote gift cards as a gift-giving option given Santa’s impending delay.
Home Depot's CMO main takeaway - “P-O-P needs to be the first thing we think of, not the last thing.” Again, more tips can be found in the article itself.
Posted by Universal Ad
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