The search for new incentives is now being brought into sharp focus with many store owners looking for new ways to reach consumers’ growing appetites for more product information, inspiration and stories that meet their wants and needs.
So, will the media message served by the brand actually be seen by consumers? Also will the message call the consumer to take action? From the shelf-edge point of view the answer to both of these questions is a big “YES”. Why? Because of the amount of visual noise seen on crowded shelves with product after product fighting for prominence. Any brand that speaks directly to the consumer in a moving, visual way will heavily influence the point of purchase.
Think about it … we have all stood in front of a wall of branded products, which have been elevated above one another by shelving and isolated by package design, shelf location, and standing shoulder to shoulder with their competitors, hoping brand loyalty or price will give them an advantage over one another. Now, imagine introducing dynamic digital media directly to the shelf-edge directing the consumers’ attention to a moving advertisement.
Digital shelf-edge advertising is a major contender with any brand for raising in-store visibility. This ability to influence messaging through brand identity, and deliver on its promise resulting in the shelf-to-trolley purchase, is surely the ultimate prize for any brand.
Currently in the UK, any brand that is prepared to make the move to digital shelf-edge advertising will gain an immediate advantage over their competitors. The UK consumer market is constantly wanting new information on products which is quickly accessible and speaks directly to them, whether its to solve a problem, give advice or make a recommendation. The technology is here now, but early adoption of this technology is something that the UK is years behind compared with Europe and the rest of the world.
Whatever the reason for this laggard approach is, perhaps, a discussion for another time. In the meantime let’s look at what hardware is available and gain a better understanding of just what technology lies behind this exciting in-store digital shelf-edge advertising opportunity.
The Video Shelf Strip (SVS) Display also known as the Video Bar
A multi-screen display ranging from 3 up to 60 individual screens and mounted directly to the shelf-edge.
The Video Strip is made up of individual screens from 2.4”, 5”, 7” and 10” mounted to an aluminium sub-frame that clamps directly to the shelf-edge or custom-made injection moulded casing.
Each screen on the video strip can play the same, or individual, video content per screen. The video strip does not require any additional media player or PC, You simply connect to the power source and the video will play automatically. Content is uploaded via a USB memory stick.
The true purpose of the video strip display is to take digital displays away from walls and ceilings within an in-store environment thereby bringing them down to eye level and ensuring engagement with the shopper. In essence, it reshapes the traditional 4:3 and 16:9 screen ratio that fits perfectly into the shelf-edge environment.
Additional benefits include:
- Greater shopper engagement with targeted video content.
- The ability to attract potential shoppers to new brands and promotions.
- Unlimited product information and education.
- Influence shopper choice and emotional engagement.
- QR codes to direct shoppers to your website.
- Streamline online and offline in-store marketing.
- Strengthen brand presence.
- Increase sales at the point of purchase.
The Small format POS Digital Advertising Display or Tablet
Normally, a dedicated stand-alone 10” screen clamped or integrated into a printed surround and mounted directly to the shelf-edge. This is ideal for single brand or product display and an excellent resource for shopper information.
These digital shelf-edge advertising displays are available in the following formats:
- As plug and play devices using a USB memory to upload content.
- A fully networked, cloud based device giving you complete remote access and control over your entire digital estate from any location using any internet enabled device.
- A touch screen giving shoppers a truly interactive experience and a great resource of information available at their finger tips.
In addition, these type of shelf-edge displays have optional motion sensors which can trigger video and static content when activated by passing traffic, drawing attention to specific brand and product promotions.
Above all. the pure nature of these two examples of digital shelf-edge advertising is to both connect with, and influence, the customer, giving them control over there purchases. For a store owner, it changes customers’ habits and has a direct result on sales growth and performance. They do not hinder product frontage and they maximise shelf space, shopper conversion rates and brand selection.
Digital Shelf Edge Advertising is one of the most important elements on the path to purchase. It is a fact that 68% of all purchases are unplanned, and with 70% of brand choices made at the shelf-edge, isn’t about time you capitalised on this underestimated power of purchase?
To find out more, and to arrange an informal chat about creating your next digital shelf-edge promotion and how you can tell your story, then call James Hogg Display on 0330 333 6106 or email info@jameshoggdisplay.com