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In-store Media and its Role inCustomer Experience
Paul Flanigantwitter.com/paulflaniganexperiate.net
A Few Numbers for PerspectiveImpact
The Results of Compelling Media
Guidelines
“How is this thing going to make my life better?”
Moving images for still people,
still images for moving people.
The Golden Rule
28% personal interest
36% emotional intensity
28% recall46% brand recognition
source: http://sixteen-nine.net
The Golden Rule?
With Dynamic Media
Static
Customers are up to 10 times more likely to observe dynamic media than static media.
Dynamic
Source: 2000 IBM/Sony Research
Customer’s perception of product quality increases 10-15%
?????!!!!!
Source: 2000 IBM/Sony Research
With Dynamic Media
Sales Lift
12%Contributing Factors
Time of day, day of week, promoted item, season, campaign, content, location of screen, audio, life cycle of product, age of message, location of product in store, customer navigation habits, research methodology, customer mindset,
customer cost/benefit analysis, shopper marketing insights, brand, price....among others.
Impact
Impact
The content must enhance the brand across all media.
need to include social media in here as well.
Impact
Impact
Impact
Impact
The Store Path
12
3
4
56
The Result ofCompelling In-Store Media
SubjectDifferentiation
The Result ofCompelling In-Store Media
SubjectDifferentiation
The Result ofCompelling In-Store Media
Augment the
Experience
The Result ofCompelling In-Store Media
Augment theExperience
The Result ofCompelling In-Store Media
The Result ofCompelling In-Store Media
EnvironmentalDifferentiation
The Result ofCompelling In-Store Media
EnvironmentalDifferentiation
The Result ofCompelling In-Store Media
EnvironmentalDifferentiation
The Result ofCompelling In-Store Media
EnvironmentalDifferentiation
The Result of Compelling In-Store Media
Environmental Differentiation
Subject Differentiation
Augment the Experience
Guidelines
Have A Plan
No Two Networks are the Same
Impact is Endemic Relevance
In-Store Media Does Not Replace Humanity
Technology is a Function, not a Reason
Don’t Do It
Transformation, not Transaction
Go Shopping
1. What consumer problems can we solve with in-store media?
2. What business problems can we solve with in-store media?
Ask Questions
The Most Effective Network
Right Channel
Right Place
Right Time
Right Audience
