Retail media buzzing in the new economic climate

It seems that retail media (despite the silence from this blog as we reshuffle our reporters) is really buzzing. Retail Media experts (dunnhumby) have just been brought in to provide customer based insight to Macy's.

dunnhumby have run the sales of retail media for Tesco under the name dRM (dunnhumby Retail Media). It seems that the Co-Operative Group have decided to follow the same model with the launch of their new media centre in partnership with ABC media. This shows a certain amount of validation fo the dunnhumby model as well suggesting the retail media are a significant tool in the current retail economy.

At the same time we hear word that a new agency specialising in retail media are about to launch themselves onto the world stage. Named Capture they will take industry experts from a variety of sources and are expected to provide a consistent retail media mix across groups like dRM and the Media Centre. We have invited Capture to send us an article about their launch, so watch this space.

26,000 customers can’t be wrong

dunnhumby has surveyed over 26,000 Tesco shoppers to understand the role of in-store media. This is, by far and away, the biggest survey undertaken and it offers new insight into the role of retail media and its relationship with the shopper and their needs.

The headline finding is that retail media is seen by shoppers as something that influences purchase: 56% of respondents agree or strongly agree that ‘Sometimes I purchase something that I had not intended to buy because of in-store advertising.’ Among females this rises to 60%.
And in-store advertising is not seen as being intrusive or unhelpful. Only 8% of respondents thought that there was too much advertising in-store; 38% of shoppers look to in-store media for inspiration and ideas on what to buy when they are shopping.

WOn questions about awareness of in-store media platforms, 78% claimed to have seen in-store sampling, 70% claimed to have seen Trolley advertising; 42% Screens; 22% claimed to have seen floor graphics; 18% basket media; and outside in the forecourt, 84% had seen nozzle media.

Shopper Marketing conference & ERM

Shopper Marketing conference
The UK’s first Shopper Marketing conference will be hosted at the Royal Opera House on 9th October 2008. Speakers will include senior figures from Tesco, dunnhumby, G2, Mediaedge:cia and CPGs. The event will be free but by invitation. However, if you wish to be proposed please send your details including name, company, job title and function to Rufus Evison.

ERM
The next ERM meeting is currently being scheduled. The details will be announced once we have confirmation from our sponsor. Like the shopper marketing conference this will be free but by invitation. If you wish to be proposed (or wish to propose someone else) then please send your details including name, company, job title and function to Rufus Evison. For ERM an additional request will be made for those attending to supply, in advance, a one paragraph mini-bio of around 100 words to be provided to all other attendees.

Retail media to touch Rs 3.4 billion by 2008-end

Indiantelevision.com - Mumbai,Maharashtra, India
MUMBAI: Spending on retail media, a new form of advertising medium, has increased from Rs 1.5 billion in 2006 to Rs 2.25 billion in 2007.

Rufus Evison Keynote eMetrics Summit London 2008

Rufus Evison's keynote presentation to the eMetrics and marketing optimisation Summit 21st May 2008.

A guide to Digital Media in Retail to be written by netimperative

The Imperative Group in the UK have announced that they will research and write on behalf of POPAIdigital the introductory publication entitled “A guide to Digital Media in Retail” which will offer a step by step up-to-date overview of the UK digital media industry in the retail sector. Written for financiers, providers, customers, end users and new entrants, the publication will comprise of a mix of grounded theory, best practice, practical guidance and market developments.

http://www.imperativegroup.com/news.html

Does MediaCart spell the end of in-store TV?

If MediaCart can deliver all its promises then it throws into doubt the long-term viability of existing in-store networks.

As MediaCart say on their web site: ‘…consumer product brand marketers can deliver full-motion video advertising to shoppers as they approach various product locations in the store - whether walking down an aisle, approaching an end cap or standing at the checkout.

Direct One-to-One Ad Targeting. By collecting shoppers' preferences through loyalty card information, prior shopping history, geographic locations and shopping times, advertisers are able to channel valuable communications to individual shoppers and deliver a powerful visual message right at the point of purchase.’

Why use digital screens hanging from the ceiling or bolted to the fixtures when a shopper can get a personalised ad (and more) delivered to the cart at precisely the right time and place?

Of course, sadly, MediaCart also quote that dreaded 70% statistic. Why don’t organisations in this space go and find the truth?