Digital Signage for Supermarkets
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Digital Signage for Supermarkets

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Presentation on benefits of LCD digital signage for independent retailers - even single store owners

Presentation on benefits of LCD digital signage for independent retailers - even single store owners

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Digital Signage for Supermarkets Digital Signage for Supermarkets Presentation Transcript

  • using
    digital signage
    to supplement
    your static
    store signage
    Presented by:
    National Grocers Association / February 15, 2011
    1
  • Static signage
    2
  • Static signage
    3
  • Static signage
    4
  • Static signage
    5
  • Static signage
    6
  • Static signage
    7
  • Static signage applications in supermarkets
    8
  • Digital signage
    in national supermarket chains
    9
  • Branding your
    store with both applications
    10
  • Digital signage applications in supermarkets
    What photos go here?
    11
  • Digital signage applications for deli menu boards
    12
  • Is digital signage good business for an independent operator?
    13
  • 2006
    2007
    2008
    2009
    Researched various options and vendor partners
    Worked with Wakefern to develop “Did You Know” program
    Convey value, quality and additional services vs. competitors
    Determined that LCD’s should be placed in key locations
    Interviewed 7 service providers for content
    and installation
    Launched a 5 screen network in one store – 9 week test
    14
  • My goals
    • Target specific items
    • Branding messages
    • Increase sales of incremental items
    • Loyalty by enhancing the shopping experience
    • Promoting good public relations in the community
    • Creating a platform to generate future revenue stream
     
    15
  • Selecting items to be promoted:
    1. No items that are already advertised in other media (weekly print ad)
    2. Want to sell incremental items vs. just sale items
    3. Want to promote signature items available at his store
    4. Want to keep products directly tied to seasonality, meal events
    16
  • Content
    • Price and item features (6 per week)
    • Fresh cake program
    • Premium, branded deli meat program
    • Natural chicken program
    • Home shopping
    • Culinary classes
    • Health and nutrition program
    • Live weather reports
    17
  • Testing-measurements:
    Item movement measurements to like stores 
    Test sales of promoted items and compare
    static vs. digital sales results:
    • Compare digital signage product sales to static signage product sales
    • Compare total department sales to compare to previous year sales
    • Compare customer satisfaction levels before and after digital signage
    18
  • Disclaimer on test sales results:
    1. The rollout began as a test in 2009, the results are from the first 9 weeks of the test only.
    Wanted to measure the sales results of static signage vs. digital LCD signage in a store compared to two other control stores.
    Items promoted in the weekly ads are typically using static signage for displays
    All items promoted on the store network were not promoted in any other media so the sales lift could be measured on “in store promotional items”.
    Due to the proprietary nature of the project, we can’t publicly provide details on the performance of the network 2 years later for obvious competitive reasons.
    19
  • Wakefern/ShopRite Pilot
    ShopRite Milford: 5 Screens
    • ShopRite Milford, CT - Live on 30th April 2009
    • 5 Screens locations
    • Deli, Meats, Bakery and 2 at LiveRight Aisle
    20
  • ShopRite Milford: Deli Department
    Deli
    Unit Lift: 115% over Control1, 82% over Control2
    Dollar Lift: 121% over Control1, 69% over Control2
    21
  • ShopRite Milford: Bakery Department
    22
    Bakery
    Unit Lift: 140% over Control1, 255% over Control2
    Dollar Lift: 120% over Control1, 245% over Control2
  • ShopRite Milford: Meat Department
    23
    Meat
    Unit Lift: 97% over Control1, 62% over Control2
    Dollar Lift: 107% over Control1, 56% over Control2
  • ShopRite Milford: Live Right Aisle End-caps
    24
    Live Right Aisle End-caps
    Dollar Lift: 42% over Prior Year
  • Select your promotional items and email to your digital content designer
    Web proofing
    Put into playlist and Go!
    25
  • Aside from
    departmental digital
    signs, what other applications are ideal
    for supermarkets?
    26
  • 27
  • Front Lobby
    “Deal of the Day”
    or
    “Big Board Buys”
    28
  • Store bulletin boards
    Ability for stores to control their own content if they wish
    29
  • 30
  • Ability to integrate in-store digital signage in multi-channel merchandising
    31
  • 32
  • 33
  • 34
  • If you are to replicate what Harry has already done, what are the steps to take?
    1. Develop a list of your playlist topics for your library
    • Differentiation
    • Information
    • Item/Price – what is your philosophy (no ad items?)
    • Weather updates?
    2. Hire a content provider to design and animate your library and handle your playlist.
    3. Hire a company to provide the store survey, hardware, software, installation and ongoing maintenance of your network.
    4. Provide an easy way to review and approve content for the network
    35
  • Content Overview
    8 suggested topics for supermarkets
    Special Savings Animations
    - Each week we featured six specific items –
    two from each of the following: Deli, Meat and Bakery
    2. Competitive Advantage Animations
    3. Did You Know? Animations
    4. Beauty Image Animations
    5. Seasonal/Holiday Reminders
    6. Healthy Living suggestions
    7. Special Promotion Animations
    8. Non-Grocery Information of Local Interest
    36
  • What are the costs – one time and ongoing?
    Content provider:
    • Develop a content library for your store
    - 20 “stories” that need to be told
    - An item and price template you can reuse each week
    - Develop a “competitive advantage” library of content – 20 stories
    - Develop a year’s worth of seasonal reminders
    • One time costs? Plan on $2000 to $3000 costs for preparing your library
     
    • Weekly additions to your playlist library (price and item promos)
    - Develop 6 weekly item/price animations to add to library
    • Weekly costs? Plan on $20 to $50 per spot, depending on level of animation
    37
  • Hardware, Software, Installation in your store
    • Store survey to determine placement of LCD screens, computers, mounts
    • 5 - 32” LCD screens, installed
    • 5 - Computers so each LCD can have it’s own unique playlist
    • Standard wall mount brackets for LCD screens
    • No cabling or electrical work
    Grand Total
    • $17,000 to $20,000 in one time costs to set up system ($65 to $75 wk over 5 years)
    • $200 per week to keep content library fresh with new content
    38
  • Do
    Don’t
    Do look for synergies with other “share group friends ” stores – other stores in
    your ad group, non-competing supermarkets in other areas. There
    may be opportunities to share content .
    Do plan for future expansion in your network.
    Do focus on helpful information, interesting looking content, seasonal reminders and local happenings that best reflects your brand
    Don’t sell spots to anyone willing to pay for the spots – keep your network focused on promoting your store and items you sell. No: Local realtors, dry cleaners, insurance salesmen, etc.
    Don’t buy LCD’s at Costco and hire a company who specializes in home theatre installations to handle your installation.
     
    Don’t present content that isn’t worthy of your current branded image
     
    Don’t play televised content – your audience only has 6 to 15 seconds to understand what you’re trying to sell them.
    39
  • Questions?
    Presented by:
    Using digital signage
    to supplement
    your static store signage
    National Grocers Association / February 15, 2011
    40