Screen-based communication in stores can help brands achieve their sales promotion objectives like increasing sales and joint promotion income. CatchTheEye has researched how to profitably implement screens in stores. Their research identified optimal screen locations, formats, and product categories. They offer services like identifying objectives, calculating advertising revenue potential, and developing business models to sell advertising space within brand stores. Proper planning of tasks like technical specifications, partners, and content are important for success. Once running, relevant on-screen content like product information can further sales goals.

1. News 01/2008
Reasons to place screen based com-
munication in your stores.
Screens are one of
many mechanics
Brand-named stores
can utilize to pursue
Year 1/2008
their objectives as a March 2008
part of a sales promo-
tion strategy.
Typical objectives are
• Strengthen profile
• Increase sales
• Increased joint promo- Contact information
tion income
Jan Balke | SalesDirector
• New advertising income
• Reduce costs Mobil: 95 25 91 15
• Strengthen implemen- Er skjerm målet eller er det midlet? Jan.balke@catchtheeye.no
tation of promotions start point for such in-
• Creating interest vestment for Brand-
CatchTheEye team mem- named stores. Jon Marius Bastøe | COO
• Creating awareness
bers are specialized to Mobil: 91 39 43 69
• Deflecting interest from
answer latter questions. Key Findings
price jm@catchtheeye.no
Our mission statement to • Out of 9 identified zones
“Make screen based • Restoring and retaining
we found 4 giving positive
communication profit- brand perception
results
able.” Tor Olav Haugen | CEO
”Screens in the store” • Out of 19 screens we
identified 5 representing Mobil: 99 22 92 90
What sales promotion shall enrich the shop- more than 95% of the
does ping experience – not results torolav@catchtheeye.no
• Increasing volume interfere with it.” • Out of 3 screen format we
• Increasing trial found 1 giving the best
results Visit us at
• Increasing repeat pur- Over the past 18 months
chase • Out of 30 product catego- www.CatchTheEye.no
there CatchTheEye has
ries we found 8 repre-
• Increasing loyalty carried out research and English version soon!
senting more than 90% of
• Widening usage development to identify a the results
reasonable and profitable
We have scientific grounds to state that screen based communication increase
sales volume !
CatchTheEye R&D and services
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 po-
tential and strategies within a single- or multi narrowcasting net- CatchTheEye AS
work | Knowledge and experienced in business models and legal pa- Torvveien 5
pers to sell advertising space within a brand-named environment | 1385 ASKER
Sell advertising space within a Brand-named store network | © 2008 CatchTheEye AS

2. Page 2 News 01/2008
Tasks to be aware of when
launching your screen based network
There are a number of tasks • The architecture
and milestones to obtain • Number of screens to gain
good results. This often re- profit
quire disposable personnel • Purchase price
within the organisation, and Some Milestones
external assistance. • Decision-maker and project-
owner has made a foundation
It’s reasonable to organize such to launch screen based com- THE FOUR PHASES - CatchTheEye AS
tasks in a project scalable to the munications
actual scope depending on the • Brand-named stores objec-
ambitions, number of stores, tives are identified
complexity both technical and • Objectives are shown to be
commercially etc. provable
Q
The project team should be au- • Budgets approved
thorized according to a deter- • Project team established
mined mandate based upon im- • Instructions (milestone/tasks)
plementing screen based com- are detailed and approved
munication. The team’s compe- • Technical specifications are
tence is decisive to carry out the detailed with functions based
full potential. Technical provid- upon reaching objectives
ers and partners are required in • Made a market survey of po-
tential partners and technical
I’d love to have screen
an early stage due to throw light
suppliers for roll-out and
on the investment range.
(later) operations
based communication—but
• Invite tenders, and legal
CatchTheEye are an independent
documents are signed
where should I start and
player, not providing harware
• Roll out plan “who’s doing
and software, or having such as
what and when” what’s the business
a business. This makes it possi-
• Turning screens into a com-
ble to be an objective partner to
mercial sales promotions opportunity?
the store– or project owner. product
• A structured process is im-
How to reduce investments plemented
There are some ways of reducing Screen based communication
investments: can commence!
Once you’re up and running
Once strategies and finances • Advertising 34,4% “I’d prefer shopping in a
are out of the way, content is a • Entertainment 20,3%
• Recipe 25 % store with screen based
helpful key to the success ac-
communication.”
cording to a survey conducted
by SeeYou for CatchTheEye. Swedish respondent within ki- 9 out of 10 statements
osks highlighted:
When asked what contend they
find relevant, the Norwegian • News 34,1%
respondents within retail high- • Weather 25,3%
lighted: • Product information 20,9%
• Advertising 18,7%
• Product information 32,8%
© 2008 CatchTheEye AS