Retail media networks refer to a range of marketing channels owned and operated by retail stores. In this article, we will be focusing on the digital out-of-home retailer media networks aspect.
This is an ever-growing industry and many big retailers in Australia have started to adopt some form of smart digital signage.
The use of digital advertising screens has evolved over the years, and this holds true for the retail environment as well, in particular, high-end fashion retailers implementing AR experiences.
Digital Out-of-Home Retailer Media Networks In 2022
Until recently, many retail environments had a digital signage display or two at the entrance to the store, and that was about it.
As technology has evolved and smart digital signage solutions become more affordable and commonplace, this number has increased with a variety of wall-mounted LED displays, floor-standing LED signs, video walls, and more.
Big-name retailers in all sectors are slowly becoming their own network operators with a range of different screens in every location.
Many retailers are using digital advertising screens in their stores, not just at the entrance, but also on fridge doors, at checkouts, and even in the aisles as part of the shelving.
It’s clear that retailers are refocusing their marketing efforts to be more inclusive of digital screen displays in a range of capacities.
Something that is more unique to high-end retailers is implementing smart digital signage solutions that involve the use of augmented reality (AR).
One example of implementing AR can be seen with Timberland’s AR campaign which you can read more about here.
Making Use of Data Triggers
Recent changes to advertising, in particular, the removal of cookies, have caused a lot of large brands to refocus on their 1st party primary data.
Retailers are some of the most data-rich companies as they have loyalty programs that collect data such as age, location, and gender that they can combine with sales data.
These retailers that employ a loyalty program can combine specific customer data with customer purchase habits to ensure relevant content is displayed.
With all this data available, retailers can increase the use of their smart digital signage solutions to include hyper-contextually relevant content.
For example, if 18-25-year-olds are regularly buying coffee at convenience stores at 5am, these retailers can have coffee advertising content being displayed on their digital displays.
Not only can first-party data be used to create better retailer media networks, but so can third-party external data.
These external data points include things like date, time, weather, and more.
Making use of all this available data is one surefire way that retailers can create highly impactful and relevant digital signage networks, as well as an interactive digital viewing experience.
Digital signs support a wide range of digital content creatives, including image, video, and HTML packages. With support for such a range of creatives, almost anything can be displayed on retail media networks.
One of the most common content types that retail networks employ is to broadcast promotional material throughout their locations.
In grocery/department stores, this can be either the “home brands” or other brands that are found in stores. This content also generally includes highlighting the low costs of the products.
At luxury/high-end stores this promotional material is usually focused on brand image and rarely includes pricing.
Some less common content ideas that are slowly picking up traction include highlighting staff achievements and local community events.
More and more brands are adopting a “think local, act local” approach, and by displaying content around the community and their staff are living this value.
Digital Signage For Small Businesses
Large retail businesses aren’t the only ones who are making use of smart digital signage solutions.
Thanks to advancing technology and the affordability of digital advertising displays, even small businesses are implementing smart signage.
Not only is digital signage becoming easy to use thanks to providers such as Doohly, but creating content with free tools like Canva is possible for everyone.
Everything that big multi-store retailers are doing small businesses can achieve, and in particular, they tend to do better at a local scale.
These small business owners know the local sports teams and community organisations and can support them with digital signage, helping build their local community brand and customer satisfaction & loyalty.
Digital signs can help all businesses, so get in touch with us today to learn more and start your digital signage journey!