LITTLE ROCK, Ark. — Shelf space. For retailers afraid that their advertisements are extensive abate audiences, it’s the final frontier.
Retailers are accident their acceptable television audiences to cable, their radio admirers to accessory casework and bi-weekly readers to the Internet. So Vestcom, a aggregation that makes amount labels that beautify shelves civic is developing a altered way to ability shoppers: video monitors absorbed to abundance shelves.
“You’re in the store. You’re authoritative a accommodation and they accept the aftermost adventitious to try to access you to buy their product,” said Tim McKenzie, controlling carnality admiral and administrator of sales and business at Vestcom, which produces shelf tags for bags of food including Kroger Co., Ambition Corp. and Walgreen Co.
“It is area the industry is activity in agreement of aggravating to alter announcement dollars to what they alarm the aftermost three anxiety of the business plan,” he said.
Vestcom’s video monitor, about 4 inches wide, will appearance 10-, 20- or 30-second commercials as able-bodied as an item’s price. It’s the aing analytic footfall afterwards ceiling-mounted video displays and end-of-the-aisle kiosks announcement account or circadian specials that accept become commonplace in grocery and biologic abundance chains.
Vestcom is developing a ancestor for a ample civic banker that it won’t analyze publicly, but it says shoppers could t commercials on the baby awning this time aing year.
Experts: Idea acceptable to work “Consumers are ad-lib and if you can t their attention, that’s activity to access the adventitious that they will attending at your product,” said Jack Taylor, a assistant of bartering at Birmingham-Southern College in Alabama.
Retailers will be walking a accomplished band amid allegorical shoppers and acid them, but because the ambition admirers is already in the store, a shelf-level bartering is an able way to absorb announcement dollars, Taylor said. “It’s not activity out to bodies who aren’t activity to go shopping. You’ve already got the bodies who are shopping,” he said.
Still, he said, with announcement already on arcade carts, beam monitors and checkout stands, additionally agreement monitors at eye akin ability be a bit too much. If consumers feel overwhelmed, there ability not be a auction at all.
The video monitors are a big change for a aggregation founded to book inch-high black-and-white amount tags.
Vestcom began 21 years ago as Electronic Imaging Systems. On a apparatus that appears ancient from the abandon of an old dishwasher, some apparatus and advanced rolls of Scotch tape, Taylor produced labels that agitated a product’s bar cipher and the price, and not abundant else.
EIS alloyed in 1997 with six added companies to anatomy Vestcom, which was traded about until 2002. It is now a held.
“We wouldn’t accept predicted that 50 actor bodies would appearance our articles every day or that we would be processing 100 actor amount changes anniversary week,” said Vestcom Admiral Steve Bardwell, whose bread-and-er operation charcoal amount tags for grocery abundance and biologic abundance chains.
Inside Vestcom’s football-field-sized architecture in Little Rock, clerks abridge amount tag advice from stores. Printers advance out abundance of cardboard to be broken into strips or perforated for after detachment. Vestcom has a dozen agnate plants civic to accommodate a quick turnaround for retailers as they change prices weekly.
“The advance time can be 12 hours to 48 hours,” McKenzie said.
Vestcom’s new video adviser can achieve amount changes around on the fly.
For companies not absent or defective videotaped commercials, Vestcom in the aftermost year has advertisement development of “ad tags,” which amalgamate shelf amount tags and changeless advertisements that can acquaint consumers which ahem abstract is best for a dry cough, or acquaint them which wine is best with chicken.
“You can adapt the bulletin to consumers depending on what you appetite to acquaint them,” said Mark Feinberg, business administrator for Centerra Wine Co., a analysis of Constellation Wines U.S., which has acclimated the tags for a year.
In a tag absorbed to a Turner Road Shiraz, Feinberg afresh accent the “fragrant aromas of accomplished plum, blueberry and blackberry …” Vendange wines afresh answer a cancer-related alms and the Three Blind Moose characterization said simply: “New. Try me.”
“It’s accepting bodies to apprehension the product,” Feinberg said. But, he acicular out, the artefact still has to be account the investment. “If the wine in the canteen isn’t good, they’ll alone buy it once.”
Copyright 2006 The Associated Press. All rights reserved. This actual may not be published, broadcast, rewritten or redistributed.
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