Satchi X Agrees: Path AND Point of Purchase

Filed Under Advertising, Digital Signage, Mobile, digital ooh

I’ve been harping on about the necessity to look at the Digital OOH medium in the context of “Path-to-Purchase” and “Point-of-Purchase” for some time now. It can be a tough one to wrap your head around if you don’t understand consumer habits in today’s age or have not been involved in the retail business but it is very important. Ultimately, it’s the concept of non-obtrusively using real world touch-points and messaging opportunities to communicate the value/feature/benefits of products/services throughout a consumers purchasing cycles and habits.

So I was kind of excited when Stephen G. over at Artisan (@ghigliotty) posted a tweet about this AD Week article where Todd Wasserman interviews Andy Murray.

The article speaks specifically to the concepts of Shopper Marketing, how technology (including in-store networks and mobile) is changing the landscape and how retailers and brands really need to step outside of just the retail environment and consider their “shopper marketing” strategies as starting from the home and throughout their day, into the store.

Speaking specifically about “campaigns” Murray says:

“Campaigns” in the traditional advertising sense are a small part of shopper marketing. We are doing very effective work worldwide in creating campaigns that bring the shopper a solution in the beauty or health category, for example, with a strong shopper-relevant idea across multiple brands. When partnering with a retailer and bringing a multi-brand campaign idea that leverages a shopper insight, we can move the needle on those brands’ business in a significant way. When stepping back from the aisle and looking at a category’s complete shopping experience from home to store to home, we see barriers to purchase that when solved, can have significant lift for the retailer, the category and the brand. Far too many categories today are difficult to shop, time-consuming, and not easy to understand due to poor communication architecture. Tackling these challenges is the sweet spot of strategic shopper marketing, much more so than in-store, temporary displays.

Digital OOH has a big part to play in this game….