Académique Documents
Professionnel Documents
Culture Documents
Opportunity
or
The Attack of
in--Store Marketing
in
Barry Wise – Principal
Wi Retail
Wise R t il Consultants
C lt t
Joe Finizio
Executive Director
Retail Solutions Providers Association
Macro Market Transition
• Define Change/Drivers
g
• Outline the Opportunity
• S t
Systems Topology
T l
• Overview
O e e the e So
Solution
u o
• Specific Examples
• Q&A
What Drives Change?
Desire
Creativity
Need
I
Innovation
ti
Investment
What’s
What s Driving the Change in Marketing?
• Convergence of technology
– POS, Kiosks, Digital Signage
• Availability of affordable hardware
• Changing social habits
• Competition – Driving the need for more
information
• More Information - Driving the need for
better information management
g
The POS Information Evolution
• Cash Control
• Labor Control
• Inventory Control
• Supply Chain Management
• Integrating of in
in--Store Marketing and
Merchandising Management
The Ad Marketplace Evolution
• Convergence of market
forces and technology
¾Tivo, the Internet, iPOD, Media Phones
¾ Stores are being viewed as an advertising medium
Advertising/Marketing
Expenditures are
moving away from
traditional media
Chaos Declared in the Advertising World
Wall Street Journal – Front Page
9/21/05
Market Reach… for the
Top 10 U.S. Retailers
• $900
$900+ Billi
Billion iin annuall
U.S. Marketing
Expenditures
• Advertising Supported
• Retail-Lift Supported
• Combined
Internet via
Marketing / Ground or
Merchandising Satellite
Services Router /
Receiver
Content Network Server
Creation &
Video
Services Administration
Server
Services
Content
Administration
Server/Services
Digital Signage - Market Trend
Network Operations,
Advertising and
Merchandising
Services
Traditional Support
Services
Hardware and
Software
Wendy’s
Wendy s Minneapolis
Juice Bars & Coffee Shops
Boost Juice Bars in the
U K Installed a single
U.K.
screen with 3M software
– to advertise the latest
product offers
Hotel / Lodging Check in/out
Hotel / Lodging Guest Information
Information Walls
The Missing Link !
• POS and In-Store Marketing…Together?
• Traditional advertisers are searching for
for…
Traditional CPM Measurement Metrics
• POS - Provides Item Movement
• Isn’t it about selling more product?
• Schering–Plough – Looks at Store POS Data
• XML PlPlay-Log
L St Standards
d d ffrom ARTS
• DS-IQ – Links POS and In-Store Digital Signage Data
• The Integration of in
in-Store/Retail
Store/Retail Marketing
into the Enterprise - Has Begun!
The Challenge
The Drivers
• Marketing dollars are transitioning to
in-Store Marketing
• Traditional Advertisers and Retail Technology
have not yet become connected in the enterprise
Call to Action
• Research the in-Store Marketing Transition
• Identify Opportunities related for Your Business
Don’t Be Afraid…