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Wincor Nixdorf part of test for digital in-store media effectiveness

COLOGNE, Germany — According to a survey conducted by the EHI-Retail Institute, more than a third of large retail chains are planning to use digital advertising media at their stores in the near future. In doing so, their goals are to gather experience in using this new marketing instrument and to achieve end-to-end organization of their advertising by combining and integrating new and conventional in-store media, from the digital screen to the flyer.
A large field test is currently being conducted at 10 stores of the Dohle retail group. The companies taking part boast many years of experience and international successes in their particular fields of specialization: the Serviceplan group as communication and POS marketing agency; BlueLava, a subsidiary of online AG, as the technology and process expert for digital signage; and the IT and service partner Wincor Nixdorf. The analysis data is being collected by the market research company GfK.
Since October 2008, seven screens have been mounted in each store at high-footfall locations. Depending on their specific placement and the overall program planning, these screens are used to advertise selected products as well as provide customers with interesting information and entertainment. The goal of the field test is to obtain new findings on how digital communication is perceived and accepted and how it affects customer loyalty, which includes analyzing how it compares and interacts with traditional in-store promotional instruments. Initial results from the field test will be available in mid-2009.
Together with its cooperation partners, Wincor Nixdorf offers retailers a comprehensive solution for in-store communication based on a scalable product platform and the content management software PRESTIGE. The solution is open, thus enabling use on multiple platforms as well as the integration of different service providers and Web services. An overview of the solution was on show at Wincor World 2009, comprising a central server for controlling all advertising and information displays, a mobile control console and interactive promotion software. The focus is on an end-to-end solution for all processes: promotional activities that, up to now, have been conducted separately from each other are grouped and optimized, while partnerships with the industry and the corresponding interfaces and processes are adapted both technically and organizationally.