Foodservice
Solutions® Grocerant Guru during a recent presentation stated “digital visceral attractiveness equals
contemporary consumer relevance.” In 2009 Walmart began installing and testing
end-caps with video food product highlights drawing attention to what is down
the aisle and promoting select branded products. Today in most every Walmart
store you can find digital visceral signage except in the deli? Why?
McDonald’s constantly evolving has been testing digital
signage. Looking for new ways to “increase foot traffic, communicate
broader menu options and boost average customer spends, hundreds of U.K. according
to The Linney Group.
Finding
initial success the digital signage test
continues to grow in scope. The McDonald’s U.K. digital signage displays
have as reported provided a sales lift by as much as 11 percent on some items
featured, while lifting average transactions amounts according to the case
study by ComQi.
McDonald's
U.K. also looked at digital signage options for behind the counter, specifically
“at horizontal rows of menu displays. With a larger, increasingly diverse menu,
the chain saw digital menu boards as a way to increase promotions of premium,
higher-margin items without adding more static signage.”
According
to ComQi the data coming back from the field suggested the digital displays had
a positive impact on sales figures. The testing was done against a set of
control sites with similar size, footfall, customer profile and sales figures,
to get a clean read on the impact of digital in the stores, the case study
said. The results indicated that content on screen positively affected purchase
patterns.
McDonald’s and Walmart both understand
that foodservice visceral attractiveness equals contemporary consumer relevance
in all retail channels. Consumers are connected at home, at work and in the car
they are viscerally alert, don’t keep them in the dark.
Visit:
www.FoodserviceSolutions.us if you are interested in learning how
Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand
while creating a platform for consumer convenient meal participation, differentiation
and individualization or learn more at Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or
twitter.com/grocerant
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