StORES Magazine - August 2007 - (Page 60)

IN-STORE MARKETING DVD players and connect them to a DSL line. From that point on, changes in programming can be close to instantaneous, rather than having to make a request and waiting for a DVD to arrive via mail. Though there’s no data yet, Thorud believes the new program will pay off tenfold once it’s completely up and running. It will also simplify employee education, he says, and that benefit is hard to measure. “Now, if I have a twominute product training video or a message from the owner, we would be able to upload it to Channel M and they could distribute it in real time to all the stores,” he says. “From an operational standpoint, that’s so much more efficient in terms of time and resources.” Thorud also is looking forward to the instant-messaging capabilities the new service will provide. Voluminous playlist Los Angeles-based Channel M claims the industry’s largest video library, with more than 100,000 “motion media assets” used in the development of multimedia content. In other words, the broadband service offers a constantly evolving playlist that could have 50 or more segments on a single loop, always run in a different order to avoid repetition. “It’s a lot less monotonous,” says Hebel, noting that customer surveys continuously show repetitive audio or video content as one of the most frustrating aspects of shopping. Though customers generally don’t stand in front of a screen and watch the content for extended periods, Hebel believes today’s consumer has come to expect, if only subconsciously, a certain level of entertainment. But it’s not just background filler as it once was: it’s a full extension of customized branding that the store can take advantage of in whatever way it sees fit. There are many stores that sell similar products,” Hebel says. “But what differentiates them is the atmosphere in the individual stores. From the feedback we’ve received, they love it when the content is relevant to their lifestyle or shopping habits. It’s still all about the content. This is just a new way of delivStORES ering it.” WWW.STORES.ORG It’s all about the Right Tool! ProTalk® Two-Way Radios Streamline your operations with reliable and affordable Kenwood ProTalk® two-way radios. Your staff gets the confidence that comes from access to immediate answers so they can serve customers quickly and efficiently. Choose the radio many major U.S. retailers use and get the ProTalk® advantage for your operation today. TWO YEAR WARRANTY and ask about the special CALL TODAY Retail Package 1-800-950-5005 www.kenwoodusa.com 60 STORES / AUGUST 2007 http://www.kenwoodusa.com http://www.kenwoodusa.com http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of StORES Magazine - August 2007

Contents Executive Editor's Page President's Page Upfront NRF News Retail People Concept2Watch Supermarkets Cover Story Online Marketing In-Store Marketing RFID Data Management Payment Systems Software Loss Prevention E-Commerce Risk Management Communications Loyalty Marketing Human Resources Mobile Commerce Loeb Retail Letter Arts Update Point of View Advertising Index Retail Industry Calendar

StORES Magazine - August 2007

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.