Shelf marketing, which means?

Shelf marketing, which means?


Shelf marketing, which means?

Close your eyes for a moment and try to recall how did the store shelf look the last time you looked at it. Products, price tags, sometimes a wobbler or a sticker. The top notch marketing style is a roll-up or a stand where a smiling hostess presents a product. Does it sound familiar? And it can (and should) be done in a different way!

Those several seconds which the customer spends at the shelf is the most crucial time related to making a purchase decision. The article titled „In a Shift, Marketers Beef Up Spending Inside Stores” (The Wall Street Journal, 2005.08.21) by Proctor&Gamble states as follows: „shoppers make up their mind about a product selection in about the time it takes to read this [sentence].”[1] This phenomenon is described by P&G as the „first moment of truth” (FMOT). This is the moment when the brand may convince the customer to make their desired choice by referring to senses, emotions ad values of the customer. In a few words –  the brand should inspire the customer to the desired action.

And this is the point when Digital Signage enters the stage as a marketing form which is not only spectacular (use of new solutions, attractive message forms), but also effective (it allows much more content, visual and audible stimuli to be contained within a small space)!

CASE STUDIES

Adidas – sportswear and equipment

In 2014, Adidas used digital media at their stores in Canada to promote their golf clothing line. Implementation of DS solutions at shelves intended not only to provide the customers with a unique “digital experience” in itself. It should result in increased engagement of the customers and in increased brand affinity, eventually translating into a sales increase.

The use of DS allowed to explain the customers in an easy and attractive manner the innovative design of Adidas golf shoes and the technologies used in the shoes. An added value was provided by lowering the store personnel workload and the number of customers growing impatient while waiting to be served.

The agency Adidas contacted (Shikatani Lacroix Design) cooperated with Dot2Dot Communications (Scala software supplier) and with LG Canada (LCD screen supplier) during the project.

Two modular shelf formats were finally used:

  1. A 2.1m x 1.2m wall-installed screen

 

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Photo Shikatani Lacroix Design

  1. a mobile design installed on wheels, sized at 2.1m x 0.9m, which also has shoes placed on it

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Photo Shikatani Lacroix Design

The shoes were also lit using LEDs (indicating available shoe colours), and each shelf was equipped with a motion sensor. When the customer picked up their selected model  – the LCD screen displayed content adjusted to the model: all required informations and technical parameters required in order to make a decision regarding the purchase, translations, an animation of technology used and a 3D shoe model.

Thus, Adidas moved the process of product information gathering from the Internet to their store and lowered the risk of the customer being tempted by an offer of the competition.

 

Ponadto, buty podświetlone zostały diodami LED (wskazywały na dostępne kolory butów, zaś każda półka wyposażona była w czujnik ruchu. W momencie, w którym klient podnosił wybrany przez siebie model  – na wyświetlaczu LCD wyświetlał się dopasowany do modelu content: wszystkie niezbędne informacje i parametry techniczne, potrzebne przy podjęciu decyzji o zakupie, tłumaczenia, animacja zastosowanej technologii oraz model buta w 3D.

W ten sposób Adidas przeniósł proces pozyskiwania informacji o produkcie z internetu do swojego sklepu, zmniejszając ryzyko, że w trakcie jego trwania potencjalnego klienta skusi oferta konkurencji.

 

Toronto Blue Jays – baseball team

Also in 2014, the Canadian baseball team opened its new store in Toronto’s Eaton Centre, which was expected not only to become a place to purchase team-related gadgets, but also the target of tourist visits and an important spot on Toronto’s map.

 

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Photo Shikatani Lacroix Design

This time, however, building and enhancing brand affinity used possibilities opened by DS. It allowed creation of an even more engaging and interactive space. 16 screens and 7 unique points offering “digital experience” were used in this specifc case.

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Photo Shikatani Lacroix Design

Already at the very store entrance, the customers can see a 10-screen LCD display presenting i.e. short videos from games played by Blue Jays. More screens promoting the offer of the stores, presenting interactive games, history of the team and an interactive kiosk allowing a personalised Jays T-shirt to be created are located further into the store space. Creation of the presented content included team creation and team identification mechanisms.

These solutions have attracted thousands of customers who want to feel its unique atmosphere and experience being a part of the Jays community to the flagship store of Toronto Blue Jays ever since its opening.

 

Nebraska Furniture Mart – furniture and home accessories

This year saw a furniture store chain from the USA deciding to implement DS solutions – Nebraska Furniture Mart. Its new store located in the north of Texas invested in providing its customers with a holistic experience related to the brand and in increasing their comfort and satisfaction with the purchases. These objectives were obtained thanks to nearly 60 LCD displays located all around the store, as well as by providing 14 points of unique “brand experience”

 

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Photo  http://www.digitalsignagetoday.com

NFM starts its unique experience already at the very entrance to the store, and expands it as we go through individual departments. The DS solutions used included, i.e.:

  1. a two-storey tree house with forty LCD displays installed on the trunk
  2. interactive product presentations in the KitchenAid department
  3. a three-by-three screen wall presenting Texas-related content

 

  1. interactive displays in Appliance Salon and Center Sales departments, allowing faster selection of a model
  2. a three-by-one screen wall presenting advertisements and entertainment content

Thanks to this presentation of their offer, NFM significantly increased attractiveness of its new store and – taking its size into account – made the shopping process easier for the customers

 

Tesco – supermarket

Tesco decided on an interesting DS form in their shelf marketing. The supermarket chain invested not really in LCD screens, digital shelf systems or other solutions already mentioned in the text, but rather in mobile scanners installed at shopping trolleys. This system was supposed to increase the size of the shopping trolley and to reduce queues at tills, facilitating the shopping process, thus also increasing comfort of the customers.

 

The „Scan as you shop” programme started in 2008, in 6 stores of the brand. The results were satisfactory enough to have the system implemented in 300 other stores across the United Kingdom in 2013. A total of 30,000 mobile scanners have been installed in Tesco stores.

 

M-Cube: http://scala.com/digital-signage-and-in-store-radio-provide-a-unique-shopping-experience-at-aw-lab/

Tommy Hilfiger: http://scala.com/digital-signage-brings-a-complete-shopping-experience-to-tommy-hilfiger/

[1] www.digitalsignagetoday.com, „Shopper conversion through retail shelf media” by Lyle Bunn, 2014.10.03

 

Dostępne tłumaczenia: Polish, German