Spring - InsideOutdoor Magazine

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.
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Spring 2008 | InsideOutdoor | 25
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