Digital Signage Network Lifts Sales 10% to 44% in Test

A test of an in-store signage network installed at six SPAR convenience stores in the U.K. yielded average weighted sales increases of 10%, while advertised price promotions tallied average weighted increases of 24% to 25%.The results of the test were announced in February at the Multi Channel Retail Show's Digital Media Networks 4 Retailers Conference in London. SPAR and The IQ Group, a U.K.-based in-store marketing services company, commissioned RMS to conduct the research in cooperation with POPAI. The trial took place over nine weeks in six stores in the West Midlands and southern England. Each store featured between three and seven screens ranging in size from eight to 20 inches. Content was a mixture of general category messages and specific advertisements, all in short clips updated every three weeks to correspond with SPAR's promotional periods. Messages varied according to screen location and time of day. Among the findings:General brand messages on screen achieved average weighted sales increases of 10%. Generic brand messages for Weetabix Biscuits and Mini Crunch were accompanied by uplifts of 8% and 10%, respectively.For price promotions, the average weighted increase was 24% to 25%.Advertised items sustained an average 15% weighted sales increase during the post-promotional period.An 'I Can't Believe It's Not Butter' promotion posted weighted increases of 44% during a buy-one-get-one-free promotion and 18% thereafter.Two three-week multiple-purchase promotions on Kronenbourg 1664 lines resulted in a 25% uplift for the brand over the period.Guinness draught posted a 28% weighted increase over the nine weeks, with a 4% increase for the category as a whole. The brand was promoted on screens throughout, with a multiple-purchase promotion in the final three weeks; a price promotion on Guinness Original was featured for the first three weeks. General promotion of the Bird's Eye brand in weeks seven to nine resulted in a 14% weighted increase for the brand during those weeks and 3% for the category over the whole period.Other lessons learned:Although the tested ad material was considered short and fast-paced, averaging 10 to 15 seconds in duration, the trial found that average viewing time of the screens was just two seconds. It was suggested that clips should be made even shorter to fit the short viewing span, or the content modified to produce material capable of holding the attention of shoppers for longer periods of time.Partners in the trial also concluded that promotions are most effective when the product is located conveniently close to a screen carrying the promotion.SPAR and their partners are currently evaluating the results in order to make a decision about a possible expansion of the in-store network.Sources:The IQ Groupaka

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