InStoreMarketingSummit - Day One

The question that emerged yesterday for those involved with retail media was 'can retail media help educate customers about sustainability?'
Beyond the obvious 'yes' the question is how and when?
In Kerry Bailey's Wal-Mart presentation, he used an example of how significant environmental savings could be gained if 50% of Charmin 24 regular roll users were switched to the 6 mega roll:
- it would eliminate 89.5m cores from landfills
- eliminate 360,000 lbs of plastic from landfills
- reduce diesel fuel by 54,000 gallons
- create $750,000 transportation savings for Charmin
- and $750,000 savings in store handling costs.

And where can that conversion best take place - perhaps only take place - and that's in-store using in-store media such as floor graphics and Screens; changing habits through the use of coupon-at-till, and rewarding this new behaviour through better customer deals.