I recently read an interesting description of Retail Space being described as a ‘Media Canvas’ with the importance of attracting, engaging, and entertaining customers fast becoming the new retail mantra to sit alongside ‘Retail is Detail’.
Take a look, for example, at how the traditional retail media model has changed over the last few years with most media spend now being placed in the store and at the point of purchase rather than on the TV or in the ‘Glossies’ – Sure, the TV advertising still goes on as channels lower their costs in an ever more competitive market, but it’s in the store and at the shelf edge where most customers are most susceptible to being influenced - It's now all about communication first, sales second.
I know this is probably true, because in 2008 a well known high street Health and Beauty retailer in the UK (with 1500 stores and one billion store visitors a year) published research that showed 30% of sales are motivated by point-of-presence appeal. The research also showed that good design convinced 55% of customers to part with their money… “Because they saw it”. I am in no doubt that: ‘Retail detail (design) influences choice'.
So what if your product (and you could include your own label brands here) needed that little bit of extra help to become the product of choice – Is there another way to influence customer purchase behaviour without going back to the brand design drawing board?
Well, I believe there is...
Here at ZBD we have been manufacturing high definition electronic point of purchase (epop) displays designed with your business and branding in mind - and because ZBD control all stages of the manufacturing process, we are probably the only ESL (electronic shelf label)/epop supplier that can offer ‘bespoke’ and ‘client-specific’ branding options to its customers.
Our simple to use, yet content-rich software, enables you to create and send complimentary branding messages and information to displays in seconds - Our virtually invisible ‘plug and play’ infrastructure enables you get targeted messaging up and running in no time at all.
Rob Morgan
Business Development Manager
Rob.morgan@zbdsolutions.com
