In-store media pilot programs are promising, according to a recent report by Forrester Research. With sales lifts estimated at anywhere from 15-60%, depending on the item, digital in-store media is emerging as the next big thing in marketing.

"Digital in-store media is the last mile of the promotion cycle, enhancing the capabilities of traditional visual merchandising," says Ken Goldberg, CEO for Real Digital Media, a Florida-based company that provides next generation digital signage products. "It's raising the bar for marketing and messaging."

Since the field is still in its infancy, retailers will continue to face the challenge of successfully integrating these new technologies into the store. One way to avoid roadblocks, says Goldberg, is to focus on the rollout of digital in-store media primarily from an overall marketing perspective. Scattered approaches have helped convey branded messages on a small scale, but a more unified, strategic approach could result in more relevant, consistent, and information-rich content. Good execution is key.

"It is not enough to merely provide engaging product demonstrations. Advertised products need to be in stock and easy to find, signage needs to be environmentally appropriate, and although we currently base targeted promotions on demographic and time-of-day studies, messages should become more individualized," he says.

In fact, Real Digital Media is taking that idea a step further, developing an application that will customize content by location. And in the next four to five years, says Goldberg, be on the lookout for digital media's holy grail -- content that communicates with inventory and data systems to suggest customer specific products.

He adds, "To get your message across, you have know your audience, peak interest in a few seconds, and deliver the right messages to close the deal. It's a new art form."

Media Contact

Dan Dyer
d.dyer@realdigitalmedia.com