Today's stores look a little different to how they used to
Digital screens in stores have become a common part of the shopping experience, delivering fast–moving video content. A few years ago, this would have seemed futuristic. But today, it’s the norm.
In the past, in-store promotions relied on floor decals, shelf wobblers, and posters. Now, the digital options are vast – freestanding portrait screens, connected TV walls, shelf screens, cooler doors, and more. Advertisers can change their content instantly, choose from different screen types, and run different messages at various times.
1. Right Time
Screens in-store reach customers when they are most primed to purchase. They may be considering a few brands, and your message can influence that decision at a crucial moment. Remember, it’s not just about conversion; screen networks are effective for building brand awareness too.
2. Right Place
Consider where your screens are located:
- Warehouse Store Screens: Mass reach to a broad audience.
- Noel Leeming Screen Network: Target a more premium or tech-savvy shopper.
- Noel Leeming TV Walls: Reach tech buyers with extended creative opportunities.
3. Right Message
Ensure your message is clear, engaging, and tailored to your objective:
- For sales: Include a strong call-to-action, promotion, or price point to drive conversion.
- For awareness: Create memorable, engaging content that positions your brand in the best light. The more creative and eye-catching your message, the more it will stand out to shoppers.
For creative formats, free-standing screens offer 6″ video in a portrait execution, while TV walls provide an extended 15″ landscape execution for more detailed messaging.
Measurement & Effectiveness
Measurement tools are evolving. While basic sales uplifts and geo-location tracking can provide attribution, more advanced techniques like marketing mix modelling (MMM) can help determine the full value of in-store advertising in the purchase journey. This is a fast-moving area that we are focused on, so watch this space!
Alex Lawson
Alex is the Head of Strategy & Marketing for Market Media, a retail media obsessive and self described BBQ addict.
