Digital Signage Meets Shopper Media
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Excerpt from a presentation by James Tenser at Digital Signage Expo in Las Vegas, 2009, in which he advocates a shopper-centric approach to measurement.
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Digital Signage Meets Shopper Media
- 1. DIGITAL SIGNAGE MEETS SHOPPER MEDIA DEFINING A CUSTOMER-CENTRIC APPROACH James Tenser – V•S•N strategies Feb. 25, 2009 Las Vegas V 1.4
- 2. Intro Don’t Let The Glowing Screen Fool You… February 2009 Digital Signage Expo - Las Vegas 2
- 3. Shopper Media Retail: A Media Environment With Multiple Message Channels February 2009 Digital Signage Expo - Las Vegas 3
- 4. Shopper Media It’s Gaining Media Ground • The number of manufacturers and retailers that have significant shopper marketing organizations of more than 20 people has jumped from 29 percent in 2007 to 60 percent in 2008 • Over the next three years, in-store marketing activity will grow at a higher rate than any other marketing tactic Grocery Manufacturers Assn. and Deloitte Consulting • A Booz & Co. survey of consumer packaged goods marketing executives found that 95 percent plan to either maintain or increase investments in retail store media February 2009 Digital Signage Expo - Las Vegas 4
- 5. Shopper Media Is It Effective? • How do shoppers respond to Shopper Media? – What do they think about our network.? – What do they feel about our network? – What do they do about our network? • Have we asked them? • Have we studied their behaviors? • Is audience measurement enough? February 2009 Digital Signage Expo - Las Vegas 5
- 6. Shopper Media An Eventful Season Some Industry Headlines • Nielsen suspends PRISM data system • Walmart Network selects DS-IQ • OVAB, “Audience Metrics Guidelines” • POPAI/GIM, “Digital Signage” report • Digital Signage Today, “Measurement and Analysis for Digital Signage” February 2009 Digital Signage Expo - Las Vegas 6
- 7. Shopper Marketing Shopper Marketing • “…understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers.” (Hoyt & Co.) • Not limited to in-store marketing activities – But in-store activities “activate” the sequence of persuasion at the moment of truth/choice – How can we measure contextual relevance, consumer and proximity, and value accordingly? February 2009 Digital Signage Expo - Las Vegas 7
- 8. Shopper Marketing The ‘Engagement Funnel’ Awareness Acknowledgement Research Evaluation Purchase February 2009 Digital Signage Expo - Las Vegas 8
- 9. Measuring Value Constituencies of Interest Stakeholder Common Drivers Sales, Brand Experience, Media Hosts/Retailers Revenues, Competitive Differentiation Brand awareness, sales CPG’s Media revenues Network operators Company revenues Technology Groups CPM’s/GRP’s for clients Media Agencies February 2009 Digital Signage Expo - Las Vegas 9
- 10. Measuring Value Shopper Media ROI Pyramid ‘Loyal’ Behavior $ # Highest Fewest Buy – Stimulated Purchases Do – Info Requests and “Punch-Throughs” View – Engaged / Metered Context-relevant O2C – “Opportunities to See” Lowest Most Passive, Pass-by Impressions or CPMI Source: VSN Strategies Retailativity Study of Shopper Media © 2006-2008 February 2009 Digital Signage Expo - Las Vegas 10
- 11. Shopper Experience SCAMP FIVE PILLARS OF SHOPPER EXPERIENCE S C A M P ERVICE ONVENIENCE MBIANCE RICE ERCHANDISING Source: VSN Strategies © 2008 February 2009 Digital Signage Expo - Las Vegas 11
- 12. Shopper Experience Today’s Shopper (Your Audience) Task-Focused Time-Pressed Financially Stressed February 2009 Digital Signage Expo - Las Vegas 12
- 13. Shopper Experience The Response Continuum Valuable Helpful Interesting Neutral Uninteresting Irritating Assaulting PURE PURE LOVE HATE • How do shoppers perceive your in-store network? • Do they pay attention to it? • Do they even notice it’s there? February 2009 Digital Signage Expo - Las Vegas 13
- 14. Conclusion Key Take-Aways • Stores are complex communications environments, crammed with messages • Shopper experience is king – Task-focused, time-pressed, financially stressed – Don’t assault! Serve • Accountability and ROI are coming • Measure, measure, measure • Less tech; more consumer study • Counting eyeballs is OK; but feelings count too February 2009 Digital Signage Expo - Las Vegas 14
- 15. Conclusion Thank You! James Tenser - jtenser@vstorenews.com February 2009 Digital Signage Expo - Las Vegas 15
Editor's Notes
- There are many differences between a media and a media environment: distractions, shopper mission, needs state, etc.No media dogma!Note that most of these channels are not digital – e.g. package labels.