n the UK, in-store digital video is garnering high media interest as retailers are using screen media to deliver instant, more controllable and effective consumer communications.

UK supermarket retailer, Spar has seen sales increase by 41% since introducing a digital in-store video network during its 2005 trial.

A further benefit is that in-store TV also works to reduce 'store clutter' such as cardboard signs and other paper-based promotional material freeing up crucial space. In-store video has also led to a 104% increase in customer awareness of store promotio

Traditionally, retailers spend most of their advertising and marketing dollars on long-established media such as magazines and television. While this can be a successful strategy, it omits to reach the consumer at the most important place for buying decisions – in the actual store.

Customers have to recall branding messages from traditional media or from static in-store signage when making an impulse buy.

Now, savvy retailers are reaping the benefits of interactive visuals at the point of sale. By using a digital network, targeted and personalised digital messages are distributed instantly to digital screens in the retail environment. Streaming digital content is distributed to plasma screens via an in-store server connected to a fat broadband network.

How does a digital network differ from showing a DVD in-store? In the past, retail stores would play a DVD or VHS tape over and over again. This proved to be a successful method to explain to customers product benefits and increase retail sales.

However, an in-store digital network takes the repeatable DVD one giant leap further. Screens can now be placed at pertinent places throughout the shop and networked together to a central location to control the content. This allows for creative programming that can easily be changed so that a retailer can update the video content based on say, the weather. For instance, on a hot day, a clothing retailer can showcase bikinis and other beach gear. Even accessories such as beach towels, sunscreen and sun glasses can all be instantly shown on the in-store digital network.

The beauty is the flexibility of these systems which allows vendors to tailor rich promotional messages using a combination of text, audio, moving vision and graphics. Content can be refreshed at any time, allowing the retailer to instantly connect with customers. Different content can be shown throughout the day.

But are shoppers watching the screens?

Yes, according to a new study from Nielsen Media Research reported in Media Life magazine. The research found that 38 percent of shoppers actively watched or listened to the ads that were played on supermarket screens at 1,124 grocery stores in the US. Consumers saw the screens an average of 2.3 times over four weeks.

In the UK, in-store digital video is garnering high media interest as retailers are using screen media to deliver instant, more controllable and effective consumer communications.

UK supermarket retailer, Spar has seen sales increase by 41% since introducing a digital in-store video network during its 2005 trial.

A further benefit is that in-store TV also works to reduce 'store clutter' such as cardboard signs and other paper-based promotional material freeing up crucial space. In-store video has also led to a 104% increase in customer awareness of store promotio

ges are distributed instantly to digital screens in the retail environment. Streaming digital content is distributed to plasma screens via an in-store server connected to a fat broadband network.

How does a digital network differ from showing a DVD in-store? In the past, retail stores would play a DVD or VHS tape over and over again. This proved to be a successful method to explain to customers product benefits and increase retail sales.

However, an in-store digital network takes the repeatable DVD one giant leap further. Screens can now be placed at pertinent places throughout the shop and networked together to a central location to control the content. This allows for creative programming that can easily be changed so that a retailer can update the video content based on say, the weather. For instance, on a hot day, a clothing retailer can showcase bikinis and other beach gear. Even accessories such as beach towels, sunscreen and sun glasses can all be instantly shown on the in-store digital network.

The beauty is the flexibility of these systems which allows vendors to tailor rich promotional messages using a combination of text, audio, moving vision and graphics. Content can be refreshed at any time, allowing the retailer to instantly connect with customers. Different content can be shown throughout the day.

But are shoppers watching the screens?

Yes, according to a new study from Nielsen Media Research reported in Media Life magazine. The research found that 38 percent of shoppers actively watched or listened to the ads that were played on supermarket screens at 1,124 grocery stores in the US. Consumers saw the screens an average of 2.3 times over four weeks.

In the UK, in-store digital video is garnering high media interest as retailers are using screen media to deliver instant, more controllable and effective consumer communications.

UK supermarket retailer, Spar has seen sales increase by 41% since introducing a digital in-store video network during its 2005 trial.

A further benefit is that in-store TV also works to reduce 'store clutter' such as cardboard signs and other paper-based promotional material freeing up crucial space. In-store video has also led to a 104% increase in customer awareness of store promotio

t places throughout the shop and networked together to a central location to control the content. This allows for creative programming that can easily be changed so that a retailer can update the video content based on say, the weather. For instance, on a hot day, a clothing retailer can showcase bikinis and other beach gear. Even accessories such as beach towels, sunscreen and sun glasses can all be instantly shown on the in-store digital network.

The beauty is the flexibility of these systems which allows vendors to tailor rich promotional messages using a combination of text, audio, moving vision and graphics. Content can be refreshed at any time, allowing the retailer to instantly connect with customers. Different content can be shown throughout the day.

But are shoppers watching the screens?

Yes, according to a new study from Nielsen Media Research reported in Media Life magazine. The research found that 38 percent of shoppers actively watched or listened to the ads that were played on supermarket screens at 1,124 grocery stores in the US. Consumers saw the screens an average of 2.3 times over four weeks.

In the UK, in-store digital video is garnering high media interest as retailers are using screen media to deliver instant, more controllable and effective consumer communications.

UK supermarket retailer, Spar has seen sales increase by 41% since introducing a digital in-store video network during its 2005 trial.

A further benefit is that in-store TV also works to reduce 'store clutter' such as cardboard signs and other paper-based promotional material freeing up crucial space. In-store video has also led to a 104% increase in customer awareness of store promotio

tion of text, audio, moving vision and graphics. Content can be refreshed at any time, allowing the retailer to instantly connect with customers. Different content can be shown throughout the day.

But are shoppers watching the screens?

Yes, according to a new study from Nielsen Media Research reported in Media Life magazine. The research found that 38 percent of shoppers actively watched or listened to the ads that were played on supermarket screens at 1,124 grocery stores in the US. Consumers saw the screens an average of 2.3 times over four weeks.

In the UK, in-store digital video is garnering high media interest as retailers are using screen media to deliver instant, more controllable and effective consumer communications.

UK supermarket retailer, Spar has seen sales increase by 41% since introducing a digital in-store video network during its 2005 trial.

A further benefit is that in-store TV also works to reduce 'store clutter' such as cardboard signs and other paper-based promotional material freeing up crucial space. In-store video has also led to a 104% increase in customer awareness of store promotio

n the UK, in-store digital video is garnering high media interest as retailers are using screen media to deliver instant, more controllable and effective consumer communications.

UK supermarket retailer, Spar has seen sales increase by 41% since introducing a digital in-store video network during its 2005 trial.

A further benefit is that in-store TV also works to reduce 'store clutter' such as cardboard signs and other paper-based promotional material freeing up crucial space. In-store video has also led to a 104% increase in customer awareness of store promotions.

More importantly, for marketers trying to penetrate the difficult 16-24 year old market, research has found that this age group is the most influenced with general brand messaging being increased by 10%.

According to media specialist firm, Avanti, digital screens improve customer perceptions; reduce store clutter and more than double awareness of promotional and in-store ads. It also increases sales and revenue streams, as retailers can charge advertisers space on their network.

It’s not surprising then, that retailing digital signage is enjoying explosive growth. In the UK, advertising on in-store screens had an annual growth of 81 percent last year.

The technology is constantly improving and becoming more affordable. The outlay involved can easily be recouped after 12 months.

The bottom line is that savvy retailers know that you need to connect with your customers in a way that suits them. This targeted and instant approach is worth considering for retailers wanting to offer their customers a better approach to making purchase decisions.