will wal-mart tv cry when your team loses? - digital signage system

This column was written by Evan Schumann, editor of storefront backtalk, a website that tracks retail technology.
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Now at 9: 17 p. m. , customers at a grocery store in Boston are wrapping up their shopping, as some BlackBerries and iPhones begin to shake the news that local Red Sox lost to rival New York's major sports losses.
From frozen food to AAA battery end cap shows that all digital signs are starting to flash condolence messages, suggesting that shoppers are sympathetic to Sam Adams's case.
The compassionate store displays digital statements: "We will get them next time . ".
Traditionally, in-
Store digital signage has been used for the public
Play ads set up by the chain and sometimes make adjustments within the region.
But why not really make content unique to the store based on local weather, sporting events, or nearby?
POS activity time?
Michael Hiatt, who runs Wal-Mart, askedMart's in-
Store media shows by last year.
If the local team wins, there will be long lines in the Boston grocery store, which means the same local beer will be celebrated.
The next morning, the thermometer outside the store detected unusually hot weather and triggered the automatic store
Commercial advertising for Pepsi.
At the same time, an unusually cold morning chill may push Folger's coffee.
Or better yet, the POS store accidentally sees huge red paper clips running, well above normal levels, and is also a trend not found by regional peers.
It turned out to be from a mandatory school-
A large project of a local primary school.
Within minutes, alert the general manager of the store to allow digital signage to be announced 20-percent-
Sold on popular paper clips on the grounds that this is a good loss leader that residents will appreciate.
Popular live news: Tony Award deadly crane collapse trophy hunting documentary Women's World Cup different products and different situations may be worth the price increase (
Enter POS and shelves quietly)
And a push has been-hot item. Wal-
Wal-Mart, the world's largest retailer with annual sales of $405 billion, has historically used technology as a competitive advantage, and its huge volume has cost it
Test services and products effectively.
This month, for example, the chain began quietly testing a digital makeup system with the aim of increasing sales while eliminating the waste of cosmetics being tested, and it pushed alone to change the way credit and debit cards are handled in the United StatesS.
A campaign to force Visa and MasterCard to launch chipsand-
PIN cards from Europe to AmericaS.
These card brands have been actively fighting.
But the fight against Wal-Mart
Mart is a very difficult thing for a card brand.
He said some customization capabilities are what most chains can achieve, something Hiatt's former employers can do.
"It's embedded in the system.
It just needs to be opened. [Wal-Wal-Mart executives
Just waiting for the opportunity to make it work.
With smart scheduling, you can go to coca
Whenever the temperature is above 85 degrees, Campbell Soup wants to attend when the temperature is above 50 degrees and it rains.
"This ideal custom localization (
Or should custom be localized? )
Using digital signage can work well with real-time or near-
Time information, but reminders may be better, says Hiatt, who runs dynamic retail LLC today.
"The more compelling idea is to be able to remind people of what is about to happen.
"If the forecast shows a clear weekend, people will actually buy more beer," he said . ".
"What happened on the weekend will not end up making things a mess.
It may be raining.
"In other words, forecasting accuracy may become irrelevant, at least in terms of digital signage strategy.
Hype forecasts can drive sales, and if forecasts are correct, there is always a chance to drive more sales this weekend.
If not, the message can be changed with just a few keystrokes.
Digital signage can also be used effectively for regional events or holidays that may be considered a place worthy of national marketing attention.
"Not everyone cares about the three kings festival," said Hiatt . ".
It is recommended that POS data can be nearby
Time advice is certainly feasible, he said, but the challenge is to analyze the load.
Generally, POS data is used for chain enterprises.
An extensive analysis focusing on regional differences. A store-
The specific method is to send the data to the company and the store-
Save copy only-
Analysis Engine usedlocally.
This approach can be done, but for the general manager it may take more effort as he can get a lot of information from talking to the cashier and walking down the aisle.
In theory, the most effective use of digital signage is not for chain stores, regions or even stores, but for individual shoppers.
However, such CRM
Method based
Whether it's a loyalty card directly through an RFID tag, or using a wireless smart shopping cart or a shopping aid related to a loyalty card --
Expensive and hard to work properly.
Technically, smartcart may not have the benefit of a return on investment, as the shopping cart itself can already broadcast its own advertising to the identified consumer.
No matter where they are, customers will see ads constantly. or how fast-
She pushed the car.
A complementary, coordinated advertising effort
With carts and aisles.
Strengthen information based on signage working together
It can be powerful, but in the short term it can be too complicated and expensive to actually use.
Hiatt says he hasn't tried this at Wal-Mart.
Because of the legendary resistance of the world's largest retail chain to any kind of loyalty program.
The sales pull from this effort may be impressive, he said.
For example, Hiatt said in a recent speech in London,Mart achieves-on average-
Sales growth was 64% from the endcap screen alone.
Practical challenges brought about by highly customized digital signage work --
In addition to the cost of local programming and even video production --is funding. Chain-wide, Wal-
Matt can mention-
Small cash from major suppliers
For example, P & G, Kellogg and Hershey-
Put their 5-second to 30-second (
Up to 15 seconds or less)
Advertising on the video network. That Wal-
The Mart network has enough eyeballs to put it directly below the main TV network (
CBS, ABC, NBC and Fox)
0. 14 billion visitors per week (
Not a visit, but an actual visit)
Any media show will be blown away.
For example, Hiatt said it compared the 0. 14 billion to the 80 million audience of the Super Bowl, the 23 million audience of American Idol, the 15 million audience of Desperate Housewives and the 5 million audience of the office.
Wal-
Wal-Mart sales growth data
Digital signage campaign-
Also impressive.
According to the data used in the speech, Hiyat, the average sales volume of laundry detergent increased by 12%, snacks bought 34%, grains, driving 60% new mouthwash sales to a staggering 87%.
As you can imagine, the supplier returnson-investment (ROI)
The cereal and mouthwash activities were 147% and 121%, respectively.
It is a very attractive purchase across the country, but at the regional level, of course at the store level, it is much more difficult to achieve such a result.
"Pampers will not buy with individual stores," Hiatt said . ".
Store management can have room for maneuver.
However, if a large number of individual store managers start their own way, this may affect the revenue of chain stores --wide.
When calculating the full ROI, it's just a matter to consider.
Evan Schumann to CBSNews