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Dynamic_ In-Store Merchandising – “Media in Motion”

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					Dynamic, In-Store Merchandising – “Media in Motion”

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Overview

Dynamic, in-store merchandising is a relatively new technology that is providing advertisers as well as retailers the opportunity to influence consumers’ buying decisions “where they shop”. Retailers and manufacturers further benefit in that this technology also gives them the ability to ?? Control distribution of content ?? Inform employees of current information ?? Educate employees and consumers on a particular topic ?? Entertain shoppers while they shop ?? Advertise latest products In areas that have incorporated this technology, advertising “spots” are being reserved up to 1 year in advance. This capability is providing unique opportunities for retailers and manufacturers to communicate product information while providing education and entertainment to shoppers on a related subject or product. Opportunities for integrating this technology are available in any retail environment, hospital, restaurant or any other area where consumers spend their money.

Applications

Video purchase/rental stores are using this merchandising strategy by providing informational kiosks where short trailers of recent or promotional movies can be viewed. The interested viewer simply swipes a bar code and the movie trailer begins playing. This informational kiosk can also be used to assist in locating other movies based on a variety of search categories such as director, actor, etc. A single card can support up to 4 channels of scheduled playback of videos. Home improvement stores have several channels of information available for the customer to select based on their informational needs. This environment caters to the “do it yourself-er”. This is an ideal opportunity to provide instructions on how to install or build an item and then followup with an advertisement from the manufacturer of a particular product. For example, in the tile section of the store, the customer can walk up to the informational kiosk and view a video of how to grout tile or any number of other topics. Then, at the end of the video an advertisement is shown for a particular brand of grout. The same type of “education” can be provided in a hospital environment or doctor’s office. A maternity ward is filled with new mothers needing education on caring for their new child. This is an ideal environment for manufacturers to provide instruction on caring for a new baby while advertising their baby care products. A doctor’s office may provide a choice of topics that are available for viewing by the patient while waiting to see the doctor. Patients might choose any number of topics from information on the latest flu to the latest breakthroughs in cancer treatment. Technology retailers see a particular benefit. How many times has a customer walked into their favorite technology store and requested information on the latest “widgit” only to find that he knows more about the product than the sales associate. In this case, videos provided by the manufacturer can be used as a tool to train sales associate s as well as to educate the consumer on product features and benefits.

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On the entertainment side, one of the recent trends in restaurants is to provide more video entertainment to the customers. As customers wait for their order to be delivered they may watch a video on tropical forests or on an African safari. In a mall, you may see the latest music video being played through numerous TV monitors throughout the building. The value in each of these examples to the consumer is endless, making the shopping experience, the dinner at the restaurant or visit to the doctor’s office much more informative and even enjoyable.

Benefit to Retailers & Manufacturers

In addition to providing a much needed service to their customers and having the opportunity to influence buying decisions at the point of purchase, retailers like having the ability to control the content and distribution of the content. This ensures that each store is promoting the same products in the same way. Relying on in-store employees to manage when and what content is being played, is no longer required. Control can be set at the local level, regional or national level to ensure that store’s advertising is consistent with the corporate direction or strategy. All this is accomplished through via the INTERNET and the existing corporate network so no additional infrastructure upgrades are required.

Corporate Headquarters

Regional or Local Store

Content / Schedules

Internet Regional or Local Store

Regional or Local Store

National advertisers are looking for new ways to target customers. The traditional way of TV commercials does not provide the targeted advertising opportunities that dynamic, in-store merchandising does. Having the ability to influence shoppers’ buying decision at the point of purchase is a powerful tool for manufacturers.

Video Distribution from a PC

Enseo’s video on demand system may well be the most versatile and feature-rich digital media server available today. Based on the Quartet family of MPEG decoder subsystems and Quartet Video Suite (QVS) software, it combines digital video and graphics along with robust applications software to deliver the compelling content required of today’s Video On

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Demand markets. This robust solution also offers multiple channels of real-time MPEG audio and video playback with full graphics support. Quartet Video Suite provides the rich feature set required for the most demanding applications. Video On Demand, scheduling, content management, automated content distribution and remote monitoring and reporting may all be accessed from anywhere, anytime via Internet, LAN / WAN and satellite connections. Interfaces to the most popular control devices such as bar code scanners, touch screens and AMX touch panels are also provided.

Broadcast Multimedia from a PC

DVinci™ revolutionizes multimedia insertion technology with powerful video and graphics mixing capabilities and unparalleled signal quality for broadcast applications. With support for multiple video windows and 32-bit graphics overlaying, DVinci offers the power and flexibility to transform an NT workstation into an independent multimedia broadcast station.

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