Brewer orders more in-store screens as sales jump
Canadian brewer Labatt is to more than double its in-store network of digital promotional units after what one of its technology partners called “strong, immediate boosts in sales”.
“The actual results are confidential, but we can say that the sales increase on promoted products in stores that have the [units], versus those that don’t, raised some eyebrows,” said Steve Harris, VP at Digital Display and Communication (DDC).
A 200-strong network of point-of-sale merchandising modules each incorporating a 32-inch LCD screen and media player – termed PODs – was rolled out to retailers in western Canada in the middle of last year, but is now being increased to 500 units.
Developed and managed by DDC, they employ software from Reflect Systems.
DDC also creates content for the continuously playing 90-second Labatt promotions, although local management can make pricing adjustments through an online portal.
The wireless-controlled PODs were designed and manufactured by Blake Jarrett & Company to be simply wheeled into a store and plugged in.
“It was critical that the electronics be pre-installed in a fashion that was rugged enough for shipping and surviving in retail, while at the same time being plug-and-play when it arrived,” said Harris.
“The design styling was kept simple and elegant so the focus remained clearly on the merchandising messages shown on the LCD screen.”
www.blakejarrett.ca
www.thefullpicture.com
www.reflectsystems.com
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