Displays Dinámicos Repromatic Trade
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Transcript of Displays Dinámicos Repromatic Trade
CHALLENGES OF THE IN-STORE ENVIRONMENT
THE PROBLEM
• Competition for shoppers’ attention• Retailers need to be more responsive to changing shopper buying
patterns – more dynamic• Poorly mounted PoP material• Promotions need to be executed on time – or lose revenue• At-shelf advertising needs to be brought to life to support major
campaigns (eg to support Magazine, TV)• Own-brands need to compete better with CPG brands• Conventional PoP can’t be changed, suspended or deactivated
INFLUENCING SHOPPER DECISIONSAT-SHELF SELLING IS KEY
• 76% of purchase decisions are made at the shelf-edge (POPAI)
• 60% of Brand (switch) decisions are made at the shelf-edge (MZ)
• 58% Shoppers state they are buying more on promotion since the start of 2012 (IDG)
• The2013 (H1) retail landscape:
• Shoppers have ‘Entrenched low price expectation now they have acclimatised to Austerity’ (RetailWeek/Kurt Salmon)
• Multi-channel retailing is now important business driver: MD magazines, stores, on-line, mobile, coupons etc.
PROVEN SALES UPLIFTTHE NEW APPROACH TO INCREASING PROMOTION SALES
Conventional PoP is wastefuland has relatively low impact
In-store TV is awkward to install, inflexible, expensive and delivers a diluted message- 3% attention increase
MD Promotions are low TCO, long-life and generate higher sales (typically 25% - 75% increase) – potentially much more
• One Display per category, per promotion cycle:• …the most effective ‘Category Killer’
PROVEN SALES UPLIFT
THE NEW APPROACH TO INCREASING PROMOTION SALES
• At-shelf re-enforcement for all forms of public advertising• Natural extension to TV Ads: 90”, 60”. 30” … Motion Display
Animation
PROVEN SALES UPLIFT
THE NEW APPROACH TO INCREASING PROMOTION SALES
Carlsberg 2013: The Crate Escape
• Standard Displays – XO Concept - multi-use / multi-function & for pilots
• Medium 184x44 - Exchangeable Overlay• Mini 104x38 - Exchangeable Overlay• CR A4 Checkout / Cash Register Display• … Others
FUNCTION-SPECIFIC OR MULTI-PURPOSE
THE PRODUCT RANGE
• Customer Specials - Bespoke
• FO Fixed Overlay – Customised unit(any shape, any size, any animation)
38mm
104mm
44mm
184mm
MULTI-USE + MULTI-FUNCTION DISPLAYS
XO EXCHANGEABLE OVERLAY
Press a button on the rear of the display to switch the animations.
Animation 1: NEW
Animation 2: Arrow plus Circle
Animation 3: Arrow
Animation 4: Circle
Animation : 6 PURE (ON/OFF)
Colgate Overlay
HUGGIES Overlay
TOBLERONE Overlay
Gillette Overlay
Coca Cola
Can work with any overlays
Animation 5: Nyhet
(1) Overlay
(2) EPD (E-Paper Display, including E-Paper, controller and
batteries)
(3) Plastic extrusion
38mm
104,5mm
MINI XOMULTI-USE + MULTI-FUNCTION DISPLAYS
ICA STANDARD RANGE9 DEDICATED DISPLAYS
Advertised product(Annonsvara)
Loyalty card product(Kortvara)
New product (Nyhet)
Now(Passa på)
Organic(Ekologisk)
Gluten-free(Glutenfritt)
Lactose-free(Laktosfritt)
The staff recommends (Personalen rekommenderar)
Multi price X for Y(Multipris)
• Motion Display – have unrivalled experience in this sector
• Motion Display have taken the core advantages of e-ink technology:• low cost, visibility, bi-stability…
• … and added unique technical enhancements for retail:• Hardware Controllers & software suite• Screen management & transition capabilities• Smart Segment design • Optimised Power management• Integration capability• Technology & Product Roadmaps
WHAT MAKES MD UNIQUE?
MOTION DISPLAY – EXTRAORDINARY SOLUTION PROVIDERS
Long-lifeLow-costHigh ROI impact
ITS ALL ABOUT SALES!
THE BENEFITS
• Sales performance improvement• Brand endorsement • Tactical promo activation-deactivation • Product information and consumer interaction• Multi-Channel synchronisation
• Product (KVI or signature products)• Own-brand + margin improvement• Promotions• Cyclical promotions (eg USA Promo cycles)• Wastage reduction: end of line clearance
• National TV ad support (trade funds)• Brand promotion compliance
• Linked to demand• Week-end/weekday, lunch-offer. Convenience hour promos• Linked to competitor activity • Labour-saving
• Competition • Eco / Organic-Bio / ‘free from’ / Key features / locally sourced• QR Code-NFC-MVS – Shopper Interaction
• Synchronise offers: • Magazines• On-line• In-store• Mobile• Coupon / Groupon
Early test with attention grabbing displays. ICA Cola (own brand)sold out in one day (picture from ICA Sävja, Uppsala, Sweden)
• Shelf-strip• AdBar®
(Checkout separator)• … more!
A COMPREHENSIVE PAPER-REPLACEMENT SOLUTION THROUGHOUT THE STORE
OTHER RETAIL APPLICATIONS
E-Ink animated area
14”
1.5”/ 1.75” / 2”
• Products:• Standard Displays with exchangeable overlays• Standard Displays with custom overlays• Retailer Range• Fully customised solutions…
• Retailer & Brand Customised Solution Service:• Display design
• Customised or multi-use• Display integration (comms)• Project / campaign management
• OEM• ESL integration
SUMMARY
PRODUCTS & SERVICES
• Analysis of consumer impact on Sales • Motion Display vs. control data
– Two product categories:• High frequency, low choice (ie: milk)• Selective (ie: tinned tomatoes)• Different animations (ie: attention grabber & bio-organic)
• Formal research project by School of Economics • Over 3,000 observations, questionnaires, eye-tracking & interviews –
formal statistical analysis– Next Steps: ICA linking promotions to monthly promo magazine– ICA Project white paper available on request
CASE STUDY 1 – ICA SWEDEN
• High frequency / low choice category product (ie Milk)
CASE STUDY 1 – ICA SWEDEN - RESULTS
24% Sales Increase
• Selective Category Product (ie: tinned tomatoes)
CASE STUDY 1 – ICA SWEDEN - RESULTS
64% Sales Increase
• Customer interaction more than doubled
CASE STUDY 2 - ADIDAS
Variable Motion Display exposure
Regular exposure
Difference Increase Significance
Pass 100 % (n=163) 100 % (n=165) - - -
Watch 37.4% (n=61) 24.2% (n=40) 13.2% 54.5% 0.01**
Stop 30.7% (n=50) 15.8% (n=26) 14.9% 94.3% 0.001***
Examine 20.2% (n=33) 9.1% (n=15) 11.1% 122.0% 0.004***
** Significant on a 5 %-level, *** Significant on a 1 %-level
• Increase in awareness and take-up of mySPAR application over conventional launch
CASE STUDY 3 – SPAR MOBILE APP
• Tesco – Kraft• Asda – Pernod & Coca-Cola• One Stop – Red Bull• Shell – Coke• Bacardi & Eristoff
OTHER INSTALLATIONS
MOTION DISPLAY Shelf-strip - Retail Media
E-Ink animated area
E-Ink animated area
E-Ink animated area
E-Ink animated area
1.5”/ 1.75” / 2”
3”
7”
10”
14”
1.5”/ 1.75” / 2”
1.5”/ 1.75” / 2”
1.5”/ 1.75” / 2”
FOR XO MINI DISPLAYS
FITTINGS
Removal Tool: 860891
HL Slimline adapter:
• HS: 0046mm 853850• HN: 0068mm 853846• HNA: 0093mm 853845• (other sizes cut to order)