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No sales rep to help you select a wine? Fear not! New media platforms emerging in Retail can help These days it can be difficult to fine the time to sit back, relax and enjoy a glass of cabernet. Too often people find themselves rushing to meetings, stuck in traffic, committed to many obligations and the constant pull of family commitments, television and other technology forces.
For marketers, it has become increasingly difficult to connect with consumers at the right time and place. Now is the time to embrace the growing importance of digital out of home media where marketers can connect with consumers in uncluttered spaces. Alcove Networks, a new player in the digital out of home space, has the solution to help retailers and marketers break through the clutter to connect and engage highly targeted consumers.
Whereas initial players in this arena focused on reaching broadly defined consumer segments in generic spaces like quick service restaurants, shopping malls, coffee shops and grocery stores, Alcove networks is focused on reaching consumers characterized by their interests, tastes and passions. With a focus on Wine and Spirits retail stores as part of its initial roll out in New Jersey, New York, and Connecticut, marketers and advertisers can message communications in-store and influence purchase decisions at the moment of truth as consumers decide and decipher which brands to buy in-store.
The timing of such a roll out could not be more relevant given the toll that economy has had on consumer consumption patterns. With on-premise drinking declining, more and more consumers are shifting to drinking off-premise, frequenting their local wine and spirits retail stores to purchase items that can be had at home. This presents a great opportunity for brands and retailers to message to consumers while they are in store.
The swelled number of brands that exist can be quite overwhelming, so consumers need any assistance possible to help navigate this universe. A study conducted by Zell Miller, an Atlanta based retail consultancy, found that consumer decisions are actually being made in store. Miller Zeller found that shoppers are making brand decisions 60% of the time after entering the store. They also note, however, that in-store signage has yet to hit the tipping point in terms of influencing unplanned in-store purchases, but it seems to be gaining some traction as it relates to planned purchases.
Enter Wine and Spirits TV. Wine and Spirits TV, a network of display signage in Wine and Spirits retail chains, provides an opportunity for brands to message to consumers in store while at the same time providing an opportunity for manufacturers to guide and influence consumers throughout their purchasing decision. Wine and Spirits TV mitigates the intimidation factor for customers who are reluctant to ask sales clerks for recommendations about certain types of wine. It also makes it easy for retailers to highlight current promotions or sales to drive attention to a particular product.
Traditionally, Wine and Spirits marketing companies have focused on static and stationary point of purchase materials such as end caps, shelf coupons, and aisle displays to grab the attention of customers. These efforts sometimes go unnoticed with poor execution and diverging interest between retailers and brands. With Wine and Spirits TV, manufacturers can dialogue with customers and leverage the high dwell times that shoppers spend in stores to stand out. Advertisers and Madison Avenue are beginning to take notice to the space as a way to drive sales and promotional offers in store.
Big consumer products companies like Proctor and Gamble are spending $ 500 million out of its total $ 8 billion in global ad spend on shopper marketing. "Shopper Marketing is a new medium as important as the internet, mobile, or gaming, " said Starcom Media Vest Group CEO, Renetta McCann. The in-store decision making process is such that having an in-store message is critical to consumers who crave information, education or value to help them make a decision.
Wine and Spirits TV is positioned to function as a channel for brands to stand out in-store, helping both marketers and retailers satisfy their sales and brand objectives. Wine and Spirits TV caters to both to retailers and advertisers to help drive promotional or brand messages that engage customers during their decision making process. According to Derek Smith, the founder of Alcove Networks, "customers are not always keen to seek advice while in-store and for this reason a lot of time is spent on looking for that special brand."
