Stores - September 2006 - (Page 94)

IN-STORE PROMOTION The Media Is the Merchandise for more than surfing the web how consumers could manage security, light- ing, energy systems and other essential services from their home computers, he says. CompUSA uses in-house network to showcase And we wanted to show how all of T the various products that we sell in our and sell high-tech products stores the high-definition and big- screen TVs, the stereos, the lighting systems and the in-home surveillance BY LAURI GIESEN systems could be linked together w i r e l e s s l y through our networking here is a lot more to choosing the programming that plays on in-store products. v i d e o and audio systems than entertainment. The programming It also occurred to CompUSA that it needs to create the right atmosphere for the store and its customer could use such a system to showcase the b a s e . And for those retailers that sell electronic equipment, the benefits of select products and that choice of programming is even more critical. Here, retailers want to select manufacturers might be willing to pay programs that highlight the best features of the audio and video components to have their products promoted. sold in the stores. CompUSA teamed with ScreenPlay to create the entertainment programming Dallas-based CompUSA has taken the concept a step further. It has worked with and with ISM Networks to develop and Seattle-based ScreenPlay and Dallas-based InStore Media Networks to create a net- sell advertising spots. The system runs work of programming and advertising that currently runs in 210 stores. This pro- on hardware developed by Redmond, CompUSA in-store gramming not only entertains customers, but it is used to Wash.-based PlayNetwork. promotions 40-60% promote specific products sold in the store. The chain tested the concept in boost sales It started two years ago when CompUSA was attempting a couple of stores by running s p o r t s programming, music to develop special media programming that would show videos and movie trailers on plas- the convergence of the digital technology sold in our stores, ma TVs. Mixed in with this enter- says vice president of store planning Jim Paddock. tainment were product clips de- We wanted to show how home computers could be used 94 S TO R E S / SEPTEMBER 2006 W W W. S TO R E S . O R G http://WWW.STORES.ORG

Table of Contents for the Digital Edition of Stores - September 2006

Executive Editor's Page
President's Page
NRF News
Retail People
Cover Story: Sights Set on the Subcontinent
Data Management
In-Store Applications
Real Estate
Human Resources
POS Systems
System Security
Asset Management
In-Store Promotion
Call Centers
Order Fulfillment
Loeb Retail Letter
ARTS Update
Workplace Law
Advertisers Index
Company Index
Retail Profit Scoreboard
Retail Industry Calendar

Stores - September 2006