From the Wires
White Paper Confirms Potential of In-Store Digital Media Networks to Transform Consumer Retail Experience
Conclusions based on research conducted by Reflect Systems, TracyLocke and DecisionPoint Media Insights can help retail executives understand how to achieve success by implementing in-store digital media networks.
Feb. 23, 2009 10:08 AM
DALLAS, Feb. 23 /PRNewswire/ -- In an age of shrinking and fragmented mass
media, retailers have a big opportunity to reclaim their historic role as the
leading mass consumer medium. A new white paper issued today, titled In-Store
Digital Media: How to Reestablish Retail's Role as a Mass Consumer Medium,
explains how retailers can leverage shopper-friendly digital media
technologies that deliver marketing and branding messages to consumers inside
the store, at or near the point of sale.
The white paper was developed jointly by Reflect Systems, a leading
provider of Digital Signage software and services for retailers; TracyLocke,
an integrated marketing agency with a specialty in shopper marketing; and
DecisionPoint Media Insights, a market research and consulting firm with
expertise in digital media at retail and out of home. The paper concludes
that in-store digital media networks can provide shoppers with the kind of
effective digital media experience they have come to expect from online
marketing, and provides retail executives with specific guidance on the types
of internal processes they need to put in place in order to develop successful
in-store digital media networks.
The white paper reflects the knowledge that Reflect Systems has gained
through its partnerships with retailers to jointly develop successful in-store
digital media networks, and also includes lessons learned by integrated
marketing agency TracyLocke from working with retailers to create effective
shopper marketing solutions for in-store implementation. By including these
insights, the white paper serves as a project guide on the planning and
piloting of in-store digital media networks.
"Essentially what we have provided in the paper is a combination of best
practices from our experience in helping deploy and operate in-store digital
media networks and TracyLocke's expertise in interactive content creation and
shopper messaging," said Stephen Nesbit, President and COO of Reflect Systems,
"The processes described and the advice given in the white paper will
empower retailers and their digital media project teams to develop these
networks in the most effective and efficient ways possible," said Bill
Collins, co-author of the paper and principal at DecisionPoint Media Insights.
According to Dorothy Allan, co-author of the paper and SVP Retail Strategy
at TracyLocke, "In the current environment, a greater number of consumers are
making their purchase decisions inside the store, so it only makes sense to
extend the marketing process to reach shoppers as they shop. Our research
concludes that in-store digital media can have a significant impact for
retailers and the brands competing for the attention of consumers."
Already, the new white paper has received praise from noted retail
Nikki Baird, Partner at Retail Systems Research, said, "In-Store Digital
Media: How to Reestablish Retail's Role as a Mass Consumer Medium is a
carefully prepared examination of the trends that have driven the industry to
date. For anyone wanting to understand the big-picture business context and
imperatives behind in-store marketing, this is a great place to start."
Laura Davis-Taylor, Founder and Principal at Retail Media Consulting,
said, "This white paper is a smart, succinct, strategically sound primer for
the industry to better understand the core principles for in-store digital
media success." Davis-Taylor, co-author of the book Lighting Up the Aisle:
Principles and Practices for In-Store Digital Media
(http://www.lightinguptheaisle.com), added, "Our firm is encouraged that this
white paper is coming partly from an integrated marketing agency and supports
our claims that retail store marketing is a unique out-of-home media that must
be rooted in shopper satisfaction."
The white paper may be downloaded free of charge from the TracyLocke web
site, News & Awards section, located at:
About Reflect Systems
Reflect Systems provides Digital Signage software and services for large
retailers and other enterprises wishing to reach customers with high-impact
visual imagery at the point of sale or in public gathering areas. From the
strategic planning and deployment of signage networks to video programming
strategies and tactics, Reflect's combination of service and software provides
a complete approach to maximizing return on investment for Digital Signage
customers. Reflect Systems, based in Dallas, Texas, is privately held. For
more, visit http://www.reflectsystems.com.
About DecisionPoint Media Insights
DecisionPoint Media Insights designs and produces custom consumer research
on digital media networks that are deployed at retail and out of home. The
company also provides custom B2B research and consulting services to
technology vendors and other service providers that serve these digital-media
markets. For more information, contact Bill Collins at
TracyLocke brings brands to life with relevant insights, bold ideas, and
innovative programs and experiences that deliver value through every step of
the consumer and shopper journey. This generates exceptional returns for our
clients such as Pepsi, Pizza Hut, Nokia, Kleenex, MasterCard, 7-Eleven, Del
Monte, Tabasco, Clorox and more. Part of Omnicom Group Inc. (NYSE: OMC), the
award-winning agency has six primary offices (in Dallas, TX; Wilton, CT;
Bentonville, AR; Los Angeles, New York and San Francisco) and a vast network
of field offices across the United States. For more information, visit the
company's web site at http://www.tracylocke.com.