Aside from the (especially in food retailing) still popular and favored print advertising with ad flyers or ads in the daily newspaper, other types of advertising, which have a measurable impact on impulse buying directly at the POS, have also established themselves for some time now. New digital advertising solutions play a particularly big role when it comes to what product the customer chooses at the store shelf.
It is only a few short seconds during which a customer notices a product on the store shelf or overlooks it and simply walks past it. This is a key moment for retailers. After all, current studies show that 75 percent of all purchase decisions are made directly at the store shelf. Yet a big portion of the advertising budget of food retailers still goes towards sales promotion measures outside the store and especially into traditional ad flyers. However, the importance of in-store marketing continues to increase. And just like with many other areas, retail increasingly focuses on digital solutions in this aspect.
Supermarket television: moving images on the rise
Since several brands have already had great experiences in distributing their ad campaigns with videos on the Internet over the past few years, videos are also increasingly becoming a medium at the POS. The reason for this is clear: video images automatically attract the customer’s attention, compared to billboards for example, which today are often no longer perceived as a message in the public domain. In fact, they are so commonplace that they often register no effect whatsoever in terms of customer attention.
Yet even with in-store videos, different factors need to be considered to achieve optimal distribution of advertising content. Monitor and product should not be placed too far from each other – ideally, the monitor is being installed above the store shelf. After all, once a customer has noticed a product, he/she doesn’t want to look for it on the store shelf for several minutes. It is also important in terms of spot content to choose high-contrast images and large fonts, meaning overall a strong visual language, since the sound is often being swallowed up in the store.
Digital signage solutions for food retailing
However, supermarket television is not the only digital signage application with which food retail is able to achieve a positive impact. Especially in new creations, information pillars and other types of displays are increasingly being used – and when it comes to price labeling, many retailers focus on digital solutions.
Contents are critical for these solutions. After all, if the customer is solely confronted with pure advertising, he/she blanks them out as quickly as a traditional TV ad or he/she gets irritated and scared off. With its application, retail therefore has to make sure –depending on the size and placement of the respective display of course – that it offers the customer a proper mix of advertising, information and entertainment.