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Walmart was one of the first distributors to systematize the presence of screens in its stores in the form of a television channel multi-store model inspired by the major networks: Walmart TV, every store is like a station. TVs installed above the bays were broadcasting the programs of the channel (staging products, promotions). The set was rather inelegant, poor visibility, sound despite its uneven directional, wholesale, commercial messages (30 s, sold CPM) were very poor. Many of GRP for nothing.
Recently, Walmart has changed its strategy and, therefore, material from Walmart Smart Network TV : HD screens of varying sizes placed at eye level, adjusted in line, standing in the middle of the products they value and explain ( screens category). Each loop broadcast (sometimes 60 or 90 s) in boasting of very short messages quality products around. Of course, the results on sales (sales lift ) are good, the effectiveness of displays and campaigns is indisputable, easy to assign ( split run). For screens
strictly localized to patrol the store, Walmart adds, as already Walmart TV, larger screens showing the entry of greetings (5s), screens at the end of each Linear ( endcap screens) and a video wall to the radius consumer electronics (TV The Wall ). Walmart has broken with the arbitrary 30s and, more importantly, contextual targeting systematized.
Attention to screens is evaluated (contact time, usually with face tracking tools ) but the equipment screens does not follow the gaze of visitors to products, to headbands prices. The future of marketing requires richer analysis taking into account the entire set of customer behavior on the point of sale and, more importantly, to the shelves. Data
essential (we mention only what is currently possible):
- schedules, seasonality, rate of attendance (long)
- attention to products (an indicator of intent to purchase, interest)
- handling of these products
- reading price tag
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