P-O-P Spotlight: Brands Leverage In-Store Digital Screens
Each month, the Path to Purchase Institute shines a light on some of the most eye-catching displays and physical activations that our boots on the ground recently captured in stores.
As retailers continue to digitize the store experience and add in-store retail media touchpoints, we’re showcasing a few opportunities brands took advantage of in April.
A Harris Teeter store in Charlotte, North Carolina, merchandised select products on a “New & Trending” display that included a medium-sized TV screen in the middle, top shelf. The display, from The Looma Project, highlighted each of the merchandised brands/items, such as Coca-Cola’s new Orange Cream and Gooder Foods’ Goodles, via a short video ad playing on loop. In the ad, each featured product received the spotlight alongside a special deal, such as “2 for $4.”
BJ’s Wholesale Club is modernizing its common display racks and sign panels, which are often dedicated to particular brands/products, with the addition of digital screens, at least at some stores. In Riverdale, New Jersey, we spotted multiple “Products You’ll Love” display racks with affixed digital screens (also from The Looma Project) playing account-specific ads for the brand occupying them, such as Colgate-Palmolive’s Colgate Total toothpaste. The video ad for Colgate touted its toothpaste has “3x electrolytes of the leading sports drink.”
At Whole Foods Market, Nestle Health Science’s Vital Proteins secured ad space on the retailer’s ceiling TV screens in the dairy section, which played several branded ads on loop. For its ad, Vital Proteins tied in to April’s designation of Earth Month to communicate its packaging uses 90% less plastic and is curbside recyclable, while also touting a “Multiple Benefits for you and a few for the Earth” message.
Since 2003, P2PI has served as marketers’ eyes in the aisles and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase a sampling of eye-catching physical activations and themes from the vault.
