It’s Not as Easy as Putting a Screen on Every End Cap and Down Every Aisle
According to eMarketer, 92% of global shoppers say visuals are the most influential factor in purchasing decisions. That means a visually compelling experience is more important than customer service for some of your shoppers; making dynamic visuals an essential part of the modern retail customer journey.
In-store digital signage is likewise a powerful tool for your retail media network, but you may not see the best returns if you purchase too many screens. That said, not having enough digital signage is an equally poor marketing strategy. To understand how many screens you need and where to put them you’ll have to figure out how shoppers move throughout your retail stores. What is the optimal path they take? Where are customers spending the most time? The easiest way to gather this data is to utilize the advanced sensor technology from Walkbase.
Thanks to asset tags on carts and baskets and sensors placed throughout your store, Walkbase TREQ is able to capture essential data about customer location and movement in real time. If your business needs to comply with strict privacy laws, you’ll be happy to know that no personally identifiable information is collected from Walkbase sensors. This in-store behavioral data shows you in as little as four weeks where you need to place screens, and Walkbase rolls up that data into easily digestible dashboards with heatmaps showing busy aisles, aisles with high rates of dwell time, as well as which aisles you can avoid making a deep investment into digital displays. Finally, you have a simple way to determine the placement and number of screens to make your in-store retail media network a success.
Building a Successful Ad Strategy
Now that you know where to place your digital signage, you need to sort out the various types of screens that will maximize the return on ad spend for your clients. These screen types include entry/outside displays, main aisle/raceway displays, category/product-specific displays and displays placed near checkout counters. You’ll need to approach each type of display with a unique strategy if you want to maximize your ROI. What type of content will you display? Programmatic vs. direct sell inventory, a mix of in-house content, private label content and external ads. What is the duration of the content being displayed and how long is the loop? Walkbase collects and leverages your shoppers’ behavioral data so you can build a plan that will maximize profits.
Utilizing a combination of scalable and cost-effective in-store sensor data, Walkbase determines how much time each shopper spends in each viewing zone. Now you know if you placed the screen on the highest-trafficked end cap or if you need to change the store’s planogram to move advertised products to a better location. By tracking ad impressions and plays, Walkbase ascertains which screens deserve a low ad rate and which screens justify you charging advertisers a premium.