Among all outdoor advertising places, supermarkets’ performance during the epidemic is remarkable. After all, in 2020 and early 2021, there are few places left for consumers from all over the world to go shopping continuously, and the supermarket is one of the few remaining places. Unsurprisingly, supermarkets have also become popular places for advertisers to connect with their audiences. After all, most people stay at home, and advertisers have very few opportunities to reach audiences in other places.
But supermarkets are not unchanged. Although supermarket sales have risen sharply, according to McKinsey & Company’s report, the frequency of people going to the supermarket to shop has decreased, and the number of supermarkets patronized has also decreased. Overall, this means that brands have fewer opportunities to reach consumers willing to receive information in supermarkets.
Make an impact with almost ubiquitous digitalization
In addition to common digital display signs, supermarkets can also install digital screens at the end of the shelf aisle or the edge of the shelf to bring a refreshing and dynamic experience to consumers who are choosing goods.
Other types of display screens have gradually attracted attention. Walgreens, a drugstore chain, has begun to introduce freezers that replace transparent glass doors with digital displays. These screens can play advertisements tailored to nearby audiences, display special messages that invite shoppers to make specific actions (such as following the store on social media), or automatically turn out-of-stock items into gray, and so on.
Of course, supermarkets cannot digitize all media related to sales. Advertisements on automatic conveyor belts at checkout counters, advertisements on shopping cart handles, brand advertisements on checkout counter dividers, and other similar forms of advertising are unlikely to be digitized. But if you want to effectively convert inventory into revenue, then you should choose digital display as much as possible, supplemented by static advertising, in order to achieve promotional effects. Stores should also use inventory and sales management tools to manage all assets in a unified manner
Post time: Jul-29-2021
