Digital Signage for Supermarkets

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

Digital Signage for Supermarkets

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

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