Spring - InsideOutdoor Magazine
Spring - InsideOutdoor Magazine Spring - InsideOutdoor Magazine
Teva’s High-Tech Touch Point Interactive POS media makes its premiere at outdoor specialty by Martin Vilaboy The bleeding edge is not exactly the place one tends to find outdoor retail-based companies. Sure, when it comes to the gear and garb, innovations in textiles, design and materials often show up in the outdoors before they do in most any other consumer goods market. But most veteran retail executives will tell you that, collectively, outdoor specialty is not exactly a leading adopter of the latest in retail and point-of-sale technology. Teva, however, is leading the way in the march toward a POS merchandising revolution. And Teva isn’t just dabbling with its new POS video experiment. This spring the outdoor brand began installing Internet-enabled, touch-screen video monitors into 100 selected dealers around the country. More than just your typical self-contained kiosk with pre-loaded content, the product information and branded entertainment served up by these two-way devices is centrally monitored, managed and updated from a master work station back at the Teva offices. “A lot of what you see at retail, the fixtures and signage, is static,” says Erin Manning, Teva visual merchandising manager. “This is really a unique opportunity for retail because it is so dynamic.” Teva’s touch-screen program allows consumers to interact with Teva products and branding. “It is a great synergy for our brand because of the passionate, active lifestyle that we like to convey,” she continues. The touch-screen system also allows Teva to collect information on what, how and how long customers are interacting with the devices in order to modify or tailor content according to the data collected. Shoppers can interact with the touch screen or provide their contact information to receive further updates from Teva. The 12-inch, flat-screen monitors mount right on the shoe wall, says Manning, “so they will be featured right where all of our product sits.” For sure, video and connectivity to the sales floor have been popping up in most segments of the greater retail landscape, from big box and consumer electronics stores to gas stations, car dealerships and shopping malls. Among the outdoor specialty crowd, one of the first applications of POS video came from specialty brand Zeal Optics, which integrated a small, fully contained monitor into its sunglass and goggle displays. Timberland also has been experimenting with 24 | InsideOutdoor | Spring 2008
Americans’ View of POS Video, Adults 18 and Over Have you ever watched video programming in a store, not including on TV at TV retailer? Have you ever purchased a product that you hadn’t planned on buying after seeing it featured in a store’s video programming? Source: Arbitron, 2006 video at the point of sale in some of its retail markets. But as far as we know, this is the first time outdoor specialty dealers have been exposed to any type of “retail media network.” “We are rolling this out with our top independent specialty dealers, the local outdoor shops” says Manning. “Those are the types of retailers at which we have the opportunity to really reach our customers.” To deliver its video merchandising program, Teva teamed up with Ronin Wireless Technologies, employing Ronin’s managed digital signage solution. Ronin’s software, running on each of the deployed monitors and at the central location, handles most of the work and serves up the end-user functionalities, such as network management, customized distribution, playlist creation, scheduling and database integration. Ronin also handles installation, support and security for Teva, says Manning. Unlike a true retail media network, which would be delivered on a private or virtual private network, the touch screens are networked through the retailers existing broadband connection. Ronin can hard wire the screens or network them wirelessly, utilizing the ubiquitous Wi-Fi standard (802.11 a/b/g). The “bring your own broadband” approach means retailers’ local area networks will need to sacrifice some Consumers Most Interested in Sales and Product Info Sales and specials 81% Info on in-store products 72% Special events 68% News 67% Weather 67% Topical shows 52% Gift card info 50% Music videos 49% Sports info 46% Quiz and trivia 36% Source: Arbitron, 2006 Yes No Not Sure 33% 64% 3% 29% 69% 2% bandwidth, but service and installations in a dozen or so pilots, says Manning, have been “clean, smooth and non-intrusive to the retailer.” The content being served up on the touch-screen monitors currently is divided into a few categories. First and foremost, there’s the product information, dominated by technology information designed to answer any questions a consumer may have when considering a purchase. As an added benefit, the product information, available instantly right there on the sales floor, also serves as a tool for in-store sales staffers, Manning points out. “If the sales rep doesn’t maybe know all five points about a product, they can refer to this unit and get a little more information to help push the product,” she says. From there, users can move to the “Teva Tribe” section, which contains brand and cultural content such as films from the Teva Mountain Games; video and information on Teva athletes; and Teva’s participation in local events and community efforts, including its recent involvement with the IMAX movie, Grand Canyon Adventure: River at Risk. “Then we have a kind of ‘get connected’ section, where the consumer can sign up for sweepstakes and promotions that will run through the site,” says Manning. “Right now, for example, there is a sweepstakes related to the IMAX film, in which we are giving away a river trip on the Grand Canyon.” Indeed, there are still many questions and doubts surrounding POS video and Internet connectivity – most notably, whether or not consumers want to be engaged on the sales floor and how. If nothing else, the ability to collect user engagement data will provide Teva with some quantifiable metrics that can be applied to future POS video efforts. Stay tuned … there’s lots more to come. Visit our website: http://www.AtlasGloveConsumerProducts.com MORE PROFIT PER PEG WITH THE GO ANYWHERE DO ANYTHING GLOVES CONSUMER PRODUCTS A DIVISION OF LFS INC. CALL US TODAY FOR MORE INFORMATION! 800-426-8860 BUY 2 - GET 1 FREE SPRING SPECIAL BUY Spring 2008 | InsideOutdoor | 25 ATLAS ® is a registered trademark of SHOWA Glove Co.
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Teva’s High-Tech<br />
Touch<br />
Point<br />
Interactive POS media<br />
makes its premiere at<br />
outdoor specialty<br />
by Martin Vilaboy<br />
The bleeding edge is not exactly<br />
the place one tends<br />
to find outdoor retail-based<br />
companies. Sure, when it comes to the<br />
gear and garb, innovations in textiles,<br />
design and materials often show up in<br />
the outdoors before they do in most any other consumer<br />
goods market. But most veteran retail executives<br />
will tell you that, collectively, outdoor specialty<br />
is not exactly a leading adopter of the latest in retail<br />
and point-of-sale technology.<br />
Teva, however, is leading the way in the march toward<br />
a POS merchandising revolution.<br />
And Teva isn’t just dabbling with its new POS<br />
video experiment. This spring the outdoor brand<br />
began installing Internet-enabled, touch-screen<br />
video monitors into 100 selected dealers around<br />
the country. More than just your typical self-contained<br />
kiosk with pre-loaded content, the product<br />
information and branded entertainment served up<br />
by these two-way devices is centrally monitored,<br />
managed and updated from a master work station<br />
back at the Teva offices.<br />
“A lot of what you see at retail, the fixtures and<br />
signage, is static,” says Erin Manning, Teva visual<br />
merchandising manager. “This is really a unique opportunity<br />
for retail because it is so dynamic.”<br />
Teva’s touch-screen program<br />
allows consumers to interact with Teva products and branding.<br />
“It is a great synergy for our brand<br />
because of the passionate, active lifestyle that we like<br />
to convey,” she continues.<br />
The touch-screen system also allows Teva to collect<br />
information on what, how and how long customers are<br />
interacting with the devices in order to modify or tailor<br />
content according to the data collected. Shoppers can<br />
interact with the touch screen or provide their contact<br />
information to receive further updates from Teva.<br />
The 12-inch, flat-screen monitors mount right on<br />
the shoe wall, says Manning, “so they will be featured<br />
right where all of our product sits.”<br />
For sure, video and connectivity to the sales floor<br />
have been popping up in most segments of the greater<br />
retail landscape, from big box and consumer electronics<br />
stores to gas stations, car dealerships and shopping<br />
malls. Among the outdoor specialty crowd, one of the<br />
first applications of POS video came from specialty<br />
brand Zeal Optics, which integrated a small, fully<br />
contained monitor into its sunglass and goggle displays.<br />
Timberland also has been experimenting with<br />
24 | <strong>InsideOutdoor</strong> | <strong>Spring</strong> 2008
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