RETAILTo distribute in smallportions. Oxford dictionaryThe sale of commodities in smallquantities or parcels; consists ofthe sale of physical goods ormerchandise from a fixedlocation, such as a departmentstore, chain store, boutique orkiosk, in small or individual lotsfor direct consumption by thepurchaser.
FMCGFAST MOVING CONSUMER GOODSProducts that are sold quicklyand at relatively low cost.Examples include non-durablegoods such as softdrinks, toiletries, and groceryitems.Though profit made on FMCGproducts is relatively small, theygenerally sell in largequantities, so the cumulativeprofit can be substantial.
ADEX SPENDING BY CATEGORY PERIOD JAN-DEC2010 TOP 50No In-Store Media RM’0001. Cleaning agent-laundry 12,1922. Dairy-kids growing up milk 8,7933. Hair shampoo & conditioner 7,7474. Bath additives 6,9995. Face care-woman 5,3596. Dental care-toothpaste 5,2967. Dairy-uht milk 4,9978. Biscuit, bread, cookies & cakes 4,8509. Snacks 4,67410. Noodles 4,198 Source: Nielsen Adex Report
No In-Store Media RM’000 41. Dairy full-cream milk 528 42. Sanitary protection 439 43 Cereal 335 44. Mobile line services 328 45. Soup 315 46. Liquor retail 305 47. Fragrance 273 48. Vehicle range 333 49. Pharmaceutical-other 224 50. Confectionery-sweets 181 Source: Nielsen Adex Report
DEPARTMENT STOREvery large stores offering ahuge assortment of "soft" and"hard goods; often bear aresemblance to a collection ofspecialty stores.DISCOUNT STOREoffer a wide array of productsand services, but they competemainly on price offers extensiveassortment of merchandise ataffordable and cut-rate prices.
WAREHOUSE STORESwarehouses that offer low-cost, often high-quantity goodspiled on pallets or steel shelvesSUPERMARKETsell mostly food products & nonfood productsVARIETY STORESThe range of products are veryselective and few in numbers.These stores are seen in localcommunity often are family-runbusinesses
SPECIALTY STORESAlso known as branded storesand gives attention to aparticular category andprovides high level of service tothe customersCONVENIENCE STORESis essentially found in residentialareas. They provide limitedamount of merchandise atmore than average prices witha speedy checkout. It’s idealfor emergency and immediatepurchases.
HYPERMARKETprovides variety and hugevolumes of exclusivemerchandise at low marginsMALLhas a range of retail shops at asingle outlet. They endow withproducts, food and leisureunder a roof.OTHERSCategory killers, e-retailers andvending machine
43.2 %Growth ofadvertisingspend in POPwere recorded POP hasin 2010 expanded beyond theTESCO aisle to trolley, travelots,etc.CARREFOURJUSCO Non-FMCGDominate the started toretail industry make benefits of retail ad inA shopper visits recent yearsa hypermarketonce every12.5 days
1/3 influencedShoppersby in store ads51 % move through allof shoppersthe aisles while shopping44 % adsNotice in-store75notice in-store ad likelywho %to purchase the brandadvertised Sensor TM Study, 2010
Retail is also part of Out-of-home mediabut since in recent years it also has standon its own because it had diverse theselection from aisle totrolleys, revelators, in-storebillboards, etc.To name there is also OOH mediacompany that provided platform forretail media like Big Tree and POS Ad.However the most prominent is Redberrythrough its subsidiary company, MagicAds which is the largest retail medianetwork in Malaysia with become therepresentative forJusco, Tesco, Mydin, Carrefour and 7-Eleven
MagidAds conquer Tesco, Jusco , Carre63% four offer access toof retail network 43 % Of PMEB & White Collar Shoppers10,298,624Transaction percycles at more than77 outlet nationwideMagidAds retail networks provide greater reachin urban and semi urbanMultiple touchpoint along the ways fromcarpark till the moment they went out back700 7-Eleven stores nationwide with a total of424,900 transaction daily and 11,897,200transaction in a month.
IN-STORE ZONE•Aisle sponsorshipTotal dress-up installed on brand productshelves and category aisles.•Chiller/Freezer wrapsDesigned to increase the visibility in thefrozen goods category.•Trolley adsThree-sided ad billboard attached toshopping trolleys and can be adaptedto shopping baskets.
IN-STORE ZONE•FloorstoppersA patented process of rendering 3D flooradvertising that will literally make your adpop-up at the shopper.•TV in Electrical AreaShows ads and other AV-basedpromotional materials up to 40 TVscreens at a time.
PAYMENT ZONE•Sensormatic WrapsPlaced at either mall entrance or atpayment gateways•Brand AmbassadorsDress up hypermarket personnel as yourpersonal messengers. All T-shirts anddress-up must be co branded with thehypermarket.
PAYMENT ZONE•Payment Gateway BillboardsAn opportunity to give your brand a“larger than life” presence at paymentgateways
MALL ZONE•Wall spaces•Travelator PanelsDress up key entry and exit points into themall, ideal for innovative creative ideas.
CARPARK ZONE•Carpark wallspaces•Carpark pillars & lightboxesInfluence shoppers while they park. Makeyour mark as they circle the car parklooking for parking.
ADVANTAGES DISADVANTAGESIts cover 1.2%, or RM Advertiser claiming119.8 million, of the that retail media isad spending pie expensivethrough out 2010wide reach towards Due to costlythe local mass expenses so mostmarket major brands dominate the spacespecific consumersegmentsprovides brandshigh degrees ofvisibility in reachingpeople on the go.