For Retailers

As more and more retailers install and develop in-store networks, there’s a growing need for programming and creative expertise that turns a bunch of screens into a fully branded, retailer-centric network that connects with your customers.

As a retailer, you might already be looking for that solution. Your advertising agency insists on giving you at home spots that don’t work in the store environment, brands want to show their own at home spots with no consideration for your customer or store environment, you need specific in-store messaging that you don’t have the time to produce or even source production for and the long term strategy for monetizing your network is still in the planning stage. This is when you need to talk to Jones.

How do you begin this challenge? We take it step by step, develop the strategy, research the opportunity and deliver the solution.

Network Strategy

Why is your network there? An obvious, but important question. Is it there to increase basket size, provide a more pleasant shopping experience or provide a better level of customer service? What basic problem are you trying to solve with your network. By identifying the problem we illuminate the solution.

Your Audience

Are your customers mostly male of female? Do they skew younger or older? What are their average annual incomes? This is all information you’ll easily have on hand and helps inform the type of network you should be developing and how you should be programming it.

Screen Placement

Are the screens at checkout, back of store, in the aisles or on end-caps? Screen placement is crucial in developing the right content and programming mix. Screen placement is also about the customer experience; a customer’s mind-set when they are in-line is different to when they are browsing the aisles; program to this mind-set and the messaging becomes relevant and compelling.

Programming Mix

What’s your programming mix? Advertising, retailer messaging, branded content, content partnerships? What’s the optimal frequency for spots? Are you using full sound and motion? What does your brand look like on your in-store network? Making these decisions up-front saves time and money, and can easily be adapted as your network expands.

Sales Development

How are you generating revenue from the network? Single spot buys? Franchised programming opportunities? Part of an advertiser co-op deal? Do you have an internal sales team approaching potential clients or have you engaged an external sales force? Either way, make sure your sales team and creative team are working together to create revenue generating opportunities that work for you, the customer and the advertiser.

Production and Execution

In-store networks need constantly updated content. Is this something you’ll staff for in-house or outsource? How often is your content updated? How much do you have budgeted for original production to promote your own special offers, etc. in the store? Up-front planning here makes production cost-effective and efficient.

These steps are really the beginnings of developing a network that could turn out to be the most effective, powerful, in-store marketing channel that you have.