STORES Magazine - June 2008 - (Page 46)

NUTS AND BOLTS / DIGITAL MARKETING In-Store Screening Digital displays offer Virgin an expanding list of marketing, promotion capabilities BY CRAIG GUILLOT igital signage has gone mainstream and can be found everywhere from hotel lobbies and restaurants to national retailers and corner convenience stores. With the costs of display panels dropping and new technologies emerging every year, it seems paper signs could be on their way out. D Virgin Entertainment Group has introduced a number of digital marketing efforts that combine sight, sound and interactivity since it partnered with Epson. By promoting new movies and music with relevant and fun dynamic in-store advertising solutions, Virgin has been increasing both traffic and sales. Founded in London by Sir Richard Branson in 1971, Virgin Entertainment Group has grown to be one of the world’s leading multi-channel and entertainment retailers. Its 10 U.S. locations offer broad store-based selections of music and DVDs, as well as games, books, fashion accessories and electronics. Teaming with technology giant Epson, Virgin first incorporated new digital marketing technologies in 2005 at its Times Square and Hollywood locations. An interactive floor display projected imagery from the iconic sleeve of Nirvana’s seminal album, “Nevermind,” a key seller at Virgin. When shoppers entered the store and moved within a perimeter, it became animated and created a full-body interactive customer experience combining movement, sight and sound. With more of today’s customer purchasing decisions being made in the store, Virgin realized that bringing the album cover to life would break new ground for instore advertising. The entertainment retailer has since worked with Epson to create a number of digital projects, including an 18-ft.wide projection screen at the Downtown Disney store in Orlando and a large digital banner at the Times Square store. Resembling a DVD box, the banner at the New York location was used to promote the release of the first season of the NBC television program, “Heroes.” Ken Donham, senior manager of store environment and merchandising for Virgin Entertainment Group, says that the digital marketing campaigns have helped draw customers into the stores and kept them focused on the product experience. “Digital marketing has developed opportunities within our stores, creating new visibility options, which mainly increase customer foot traffic by keeping the Megastore environments exciting, modern and relevant,” he says. According to Donham, digital marketing campaigns on large displays not only help bring visitors into the store, WWW.STORES.ORG 46 http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of STORES Magazine - June 2008

STORES Magazine - June 2008 Contents Executive Editor's Page President's Page Tesco Tests Carbon Labels What Shoppers Think 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Cover Story: Boom - or Bust Green Retailing Concept2Watch Online Marketing Building Traffic Water Management Branding Digital Marketing Loyalty Programs Special Report: Taking on Teens Supply Chain - Robo Crop Human Resources Supply Chain - Directory Assistance Loeb Retail Letter Arts Update Point of View NRF News Retail Crossword Retail Industry Calendar Last Laugh

STORES Magazine - June 2008

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