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Whitepaper Catch The Eye Screenplacement

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A well documentet study on how to place your digital comunication within a retail environment

A well documentet study on how to place your digital comunication within a retail environment

Published in: Technology, Health & Medicine
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  • 1. Whitepaper Screen placement in a Retail environment © 2009 CatchTheEye AS All rights reserved. Passing or copying of this document, use or communication of its contents is not permitted without written authorization.
  • 2. Q How to place screens in stores in a profitable way? © 2009 CatchTheEye AS
  • 3. How screens make money 1. Strengthen Sales Promotion by • Increasing volume • Increasing trial • Increasing repeat purchase • Increasing loyalty • Widening usage • Creating interest • Deflecting interest from price • Restoring brand perception • Retaining brand perception 2. Increase Joint Marketing revenue 3. New advertising income © 2009 CatchTheEye AS
  • 4. CatchTheEye Key Performance Index 1. Screen placement 2. Editorial content 3. Broadcasting schedule 4. Creative solutions 5. Official coverage figures within OOH Digital media distribution 6. Official rating figures for targeted audience © 2009 CatchTheEye AS
  • 5. CatchTheEye research • R&D to identify how to launch screens within a brand- named store in a profitable way • R&D to convert a visitor into GRP or CRP “Customer Rating Points” • R&D to calculate advertising revenue potential and strategies within a single- or multi narrowcasting network Knowledge and experienced in business models and legal papers to sell advertising space within a brand-named environment © 2009 CatchTheEye AS
  • 6. Case Study This presentation describes the results for a retail chain with more than 600 outlets in Scandinavia. Key findings is not valid and generalized for supermarkets as a whole. A pilot is necessary to identify key numbers for each individual distribution network regarding placement of screens. © 2009 CatchTheEye AS
  • 7. “Placement of screens and investments must be profitable and measurable based upon site-owners core business” Specific | Measurable | Agreed | Reasonable | Time bound © 2009 CatchTheEye AS
  • 8. Our pilot is conducted to identify a reasonable start point regarding investment level based on consumer impact to justify an investment within the distribution based upon sales increase alone, though prepared for further hardware investments according to market growth. © 2009 CatchTheEye AS
  • 9. To mould an original A prerequisite for the selection of screen placement is to identify store zones and categories that are both easily generalized and representative of the chains. For each individual chain, we selected pilot stores that is representative of a ”standard store” so that measurements of the system’s impact would be representative for the average store. © 2009 CatchTheEye AS
  • 10. Design of Experiments Design of experiments includes the design of all information-gathering exercises where variation is present, whether under the full control of the experimenter or not. Often the experimenter is interested in the effect of some process or intervention on some objects (the 'experimental units'), which may be people. Design of experiments is thus a discipline that has very broad application across all the natural and social sciences. © 2009 CatchTheEye AS
  • 11. Research design By setting up an appropriate research design in which we employ randomisation we are able to ensure that other unknown and random factors do not become “mixed together” with the factors that we are studying. – Controllable factors such as the size (large or small) of the screen, its location in the store, etc., are incorporated into the trial plan. – Systematic factors that cannot be controlled, but that we believe can influence the response (e.g., the number of customers per day) are measured and entered as parameters as part of the statistical analysis. © 2009 CatchTheEye AS
  • 12. Research Design #2 External factors Internal factors – Weather – Changes in turnover/natural – Competitor behaviour chain growth – Holidays – Customer news sheet – Weekdays and weekend days. – Cut-price offers – Promotions – Access to advertised products – The layout of advertised products. ”We know that there are various factors that influence store turnover, and we have identified and analysed these and have taken them into account as part of our analysis” © 2009 CatchTheEye AS
  • 13. Choice of Pilot stores • Turnover and the number of visitors • Store area • Geography – Stores that are located in large towns and those that are not (urban/rural) – Chain-specific geographical classification (e.g., high streets, shopping canters, railway stations, hospitals) • Randomized draw © 2009 CatchTheEye AS
  • 14. Methodology As part of the trial plan we took account of external factors by displaying advertising and the chain logo on the screens every other day. Once a fortnight we made changes to the trial plan by modifying the screen configuration and the content displayed on the screens. In doing so we removed the uncertainty surrounding the differences in turnover for the different week- and weekend days. We used geographically separated “twin stores”, i.e., sets of two stores that we analysed for the purpose of comparison in order to avoid the influence of other factors such as local competitors’ sales, customer news sheets, advertising and such like. © 2009 CatchTheEye AS
  • 15. Trial Plan The Pilot project was carried out according to scientific method in general and experimental planning and variance analysis in particular. Experimental planning is a familiar and well-documented discipline. The data that we acquired from the trials were analysed with the aid of variance analysis. © 2009 CatchTheEye AS
  • 16. Trial Plan 3 158 unique experiments over 56 days • The trial plan was based on Day Trial Date Reference date Wee k Day Screen status Schedul e Store number one principal hypothesis and 1 18.04.2007 03.01.2007 1 3 Off 1 1 12 sub-hypotheses. 2 19.04.2007 04.01.2007 1 4 On 1 1 • The principal hypothesis was 3 20.04.2007 05.01.2007 1 5 Off 1 1 ”Screen advertising in the store has a positive impact on the 4 21.04.2007 06.01.2007 1 6 On 1 1 store’s turnover”. 5 22.04.2007 07.01.2007 1 7 Off 1 1 • This would provide us with an 6 23.04.2007 08.01.2007 1 1 On 1 1 answer as to whether screens 7 24.04.2007 09.01.2007 1 2 Off 1 1 in the stores have any impact 8 25.04.2007 10.01.2007 2 3 On 1 1 at all. 9 26.04.2007 11.01.2007 2 4 Off 1 1 • The other hypotheses were 10 27.04.2007 12.01.2007 2 5 On 1 1 designed to provide answers 11 28.04.2007 13.01.2007 2 6 Off 1 1 related to which screen 12 29.04.2007 14.01.2007 2 7 On 1 1 configuration would be the most cost-effective during roll- 13 30.04.2007 15.01.2007 2 1 Off 1 1 out. 14 01.05.2007 16.01.2007 2 2 On 1 1 © 2009 CatchTheEye AS
  • 17. Key Findings We have documented that screens in stores provide a significant boost for individual products, a modest boost for product categories and a satisfactory boost for the store’s overall turnover. Out of 9 identified zones we found 4 giving positive results. Out of 19 screens we identified 5 representing more than 95% of the results Out of 3 screen formats we found 1 giving the best results Out of 30 product categories we found 8 representing more than 90% of the results © 2009 CatchTheEye AS
  • 18. Customer Impact within a 99% significance level! Range Store zone Screen system Change in turnover Entrance 1 screen, #” 1 Soft drinks (1/2 l) at 1 screen, #” 7 refrigeration counter Refrigerated goods 1 screen, #” 4 Dairy products 1 screen, #” 5 Aisle after dairy products 1 screen, #” 2 Beer and soft drinks 1 screen, #” 3 Shelf screens 1 2 screens, #” 7 Shelf screens 2 3 screens, #” 6 Checkout 3 screens, #” 7 Total customer impact Classified (%) © 2009 CatchTheEye AS
  • 19. Tor Olav Haugen | Adm. dir/ CEO Norway: Torvveien 5 | N -1383 Asker | Phone Norway: +47 66 90 50 18 | Mobile: +47 99 22 92 90 E-mail: torolav@CatchTheEye.no | Web: www.CatchTheEye.no © 2009 CatchTheEye AS All rights reserved. Passing or copying of this document, use or communication of its contents is not permitted without written authorization.

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