Wal-Mart recently added digital signage to select end caps within their stores. I had a friend remark that after a recent visit to Wal-Mart she was impressed and please to see how viscerally attractive the store was. Digital Visceral attractiveness is now a contemporary standard in food retailing.
British Petroleum is installing Digital Signage at the Pump and in the store at over 1,000 units. At the pump that’s outside in the wind and rain, think about it. Where does your visceral attractiveness start? Digital signage is not an operational efficiency it is now a required step in the consumer’s path of contemporary relevance.
The consumer is not static they are dynamic all retailers must keep pace with the customer. If your attempting to sell product to 18 to 34 year old consumers, you might just take a look at any digital game
Supermarkets, Convenience stores and Restaurants all must avoid unwittingly practicing Brand Protectionism and saying no to items that that consumers have come to expect as common place.
Visceral attractiveness is now as important as cleanliness and service. The Grocerant sector is leveraging digital informational tools to build a strong consumer base. Watch for digital signage showing up in food courts, deli’s in supermarkets and QSR’s. My pick for current industry leader in the grocerant niche is Panda Express.
I was reminded as well that the NY Hilton hotel has had CNN in its elevator now for over 12 years. Visceral information is not new nor is it going away. Don’t let your brand unwittingly practice “Brand Protectionism”. Success does leave clues and getting left behind is not one of them.
Outside eyes can deliver top line sales and bottom line profits. Invite Foodservice Solutions® to provide brand and product positioning assistance or a grocerant program assessment. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions® visit http://www.linkedin.com/in/grocerant or twitter.com/grocerant
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