Brands are increasingly turning to new digital mediums and platforms to connect with consumers in exciting and engaging ways.
The explosion of digital technology and media companies in location-based, local, shopper marketing, mobile, in-store audio, WiFi/Bluetooth networks and digital place-based and in-store video networks has created a fractured landscape of thousands of smart, effective companies and media channels with limited ways to get the attention of, and adoption by, brands.
The one common thread tying each medium together is that, from a consumer’s perspective, they are all location-based media. That is: any digital channel accessible to a consumer where they are in a defined geographical area or environment such as:
- Digital Place-Based Video: Internet connected screens in non-traditional (and non-retail)
- In-Store Video: Retail based video networks in grocery, pharmacy or convenience or other retail venues
- Geo-based mobile media: mobile sites or in-app media that knows where you are
- In-Store Radio: In-store audio channels delivering custom, localized content to consumers while they shop
- NFC + Bluetooth: On location Bluetooth networks that can send content immediately to a phone
- Wi-Fi/Shopper Apps: App driven, on location shopper engagement tools
Every one of these mediums exists in their own vertical, but consumers use them interchangeably, every day, to get to the content they want, when they want it.
To illustrate, a retail store can have an In-Store Video network of screens throughout the store showing specials or how-to videos, be playing audio about a hot new product, be promoting offers and free content via Bluetooth networks and simultaneously be offering store way-finding or promotions through the in-store Wifi network or Shopper App. The consumer, meanwhile, is surfing for product reviews online through their smartphone and receiving mobile offers for that location from a competitive brand or retailer.
That’s a lot of media opportunity in one store location. Each store or location is, effectively, a geographically relevant “publishing” platform in the real world. A consumer may use one or several of the mediums during a visit, but the challenge is knowing which one is the most active and which ones are most effective for you.
In-Store Video, In-Store Radio, Interactive Storefronts, Geo-targeted Mobile, Wifi and Bluetooth networks all work together to provide a powerful opportunity to connect with consumers and align your business objectives with their real-world behaviors.
Digital Place-based Screens
-Quality digital screen network
-Geo-addressable to the venue level
-Connects with consumers at key path-to-purchase locations
-Extend brand initiatives into key life moments
-Reaches consumer at multiple touch points with active shopping intent
-Digital screens in-store or point-of-charge retail venues
-Connects with active consumers at key points and at the point-of-purchase
-Supports both brand and below the line trade programs
-Reaches shoppers with the right message, in the right place, at the right time
-Geo-addressable to the store level
-Reaches shoppers at the point-of-purchase, where 70% of all purchase decisions are made
-Encourages consideration and trial of competing brands
-High density in major retail chains
-Proximity to solutions
-Custom in-window digital interactive installations
-100’s of prime venues in high traffic locations in all major markets
-Engagement analytic capability
-Social media and internet connectivity
-High consumer impact
-Digital wall projections and 3D wall mapping installations
-Mobile and HTML5 mobile interactivity
-Transform everyday locations into brand engagement opportunities
-Alignment with geo-addressable or proximity media plans
-High impact – cost effective
Mobile Shopping App
-Mobile shopping application active with mobile carriers and in-store WiFi networks
-Provides multiple product and service engagement opportuntities with active shoppers
-Analytic capabilities, campaign performance and consumer profiling