Bookstore chain links digital signage with direct mail
Perhaps because they are by definition already packed with media, bookstores have been a relatively slow part of the retail sector to adopt digital signage.
But Norway’s Libris is embracing the medium whole-heartedly, with screens already installed in about two thirds of its estate and the entire 127-store-strong chain set to have them by summer as part of a broader upgrade to store design.
46-inch LCDs show promotion of specific books – often tied in with direct-mail campaigns – and information on book clubs as well as Libris branding.
“Early on we experienced the sell-out of a book we displayed on the screen, so that immediately gave us belief in this channel,” said Kari Andreassen, campaign manager at Libris.
Currently, most stores have just one screen each, although Libris’s largest branch in Oslo has three. But the retailer plans to increase the number of displays in each outlet and also allow managers to add localised content, again only possible in Oslo at present.
Scala software was supplied by local partner Capella Media – which has also produced content for the Libris network – while the screens are Samsung units. The Scala system has also been deployed at the Kiwi, Meny, Mix, Shell Fresh and Spar retailers owned by Libris’s ultimate parent, the NorgesGruppen group.
www.capellamedia.no
www.samsung.com
www.scala.com
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