DIGITAL SIGNAGE AT THE POINT-OF-SALE : Business models that work

Examples of business models and ROI SCR

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Who is Mirane ?

• The French leader in Digital Signage • A team of 30, 100% dedicated to Digital Signage• Three founding partners :

– Cyril Michel (CEO),

– Laurent Bolzon (Sales and Marketing)

– Olivier Garosi (R&D)

Software Developments and new technologies Researches

Specialist of infrastructure Management :Purchase, Installation, Maintenance

Advertising digital AgencyDigital production,

Assistance & Measurement

Mirane and Digital Signage

• « To make the communication and the exchange between the brand and their clients more efficient »

Captive Marketing Participative Marketing Transactional Marketing

Image / Sound / Smell Bluetooth / Mobile Phone (voting, downloading, gaming)Monitoring customer behaviour

Payment by Mobile PhoneElectronic voucherLoyalty

Attract TransactInteract

A few clients:

A few clients : brands

International implementations

AlgeriaAustralia AustriaBelgiumCanadaCaribbean Czech RepublicDenmarkUnited KingdomGermanyItalyNetherlandsMexicoMoroccoRussiaSpainUnited States

> 10 000 screens on 5 continents powered by

DIGITAL SIGNAGE AT POSBusiness models that work

Case study 1: supermarkets

• How Retail Chains benefit from Digital Media:

– Walmart : a prices comparer in the entrance of the store

– Géant Casino : a complete RetailTV concept throughout the store

– Leclerc : an out of door TV concept on check outs with a captive audience

(3000 screens powered by Mirane installed in these three retailers)

Case study 1: supermarket

Three possible objectives :

• Create a source of advertising revenue -> €

• Increase sales

• Modernize Image / enhance value for the brand and the retailer

How to classify audiences?

• Captive audience– Public : attentive, ideally fixed– Where : waiting room / queues– Captive audience VS digital signage :

• Possibility to broadcast longer messages concerning the brand or advertising• High content recall

• Retail audience– Public : every type of public (fixed, captive, on the move)– Where : at the Point of Sale, in a line, close to the product– Retail audience VS digital signage :

• Double impact for the brand between the advertising on the screen and the packaged product• Direct line between the action on the screen and the act of buying of the customer

• Mass audience– Public : on the move– Where : public places and transit areas (eg stations, outdoor sites, shopping malls)– Mass audience VS digital signage :

• Messages have to be short with a big impact which improves their recall• OTS is strong thanks to a large diverse public audience

Business models that work :ROI per Audiences in a supermarket

AUDIENCES

INVESTMENT

Captive Marketing Participative Marketing Transactional Marketing

Attract TransactInteract

Captive audience at

checkout

Mass audience

Retail audience

Third party Advertising

XXX XXX XX

XIncrease of sales

0 X XXX

Image / Brand

enhancedXXX XX X

Case study 2: Walmartaddressing a mass audience

• Walmart – Bodega Aurrera

– Audience type : mass audience

– Investment : one or two price comparers at the stores entrance. 300 stores equipped

_ ROI: provision of real time valuable information to customers showing how Walmart is cheapest among competing supermarkets

Case study 3: Castoramaaddressing a retail audience

• Castorama (KingFisher Group)

– Audience type : retail audience (aisles)

– Objectives : to sell advertising, to increase sales, to enhance the retailer’s image

– Characteristics : multichannel TV concept throughout the entire outlet. 30 screens per store. 14 equipped with cameras.

– Image recognition and customer behaviour analysis

Case study 4: Société Généraleaddressing a captive audience

• Société Générale

– Audience type : captive audience

– Objectives : Inform about the bank’s own services and financial products, alleviate the negative experience of waiting in a line

– 500 branches equipped

Case study 5: BBva Bancomeradressing a captive audience

• Bancomer

– Audience type : captive audience

– Objectives : generate revenues through external advertising and alleviate the negative experience of waiting in line

– 1500 branches equipped or planned

Your Keys to a winning business model

• Know your needs. Know your audience

• Work with a one-stop shop partner

• Three possible objectives : – generate revenues,– increase your sales,– enhance your image

• Any one may justify your investment

CONTACTMirane Bordeaux 16 rue du 8 mai 1945 33150 Cenon Tél.:+33(0)5 57 77 12 15 Fax.:+33(0)5 57 77 34 90

Mirane Paris Tour CIT – 3 rue de l’arrivée 75015 Paris Tél.:+33(0)1 43 35 02 81 Fax.:+33(0)1 40 47 85 14

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