Satakunta Osuuskauppa uses FirstView screens in Prismas, S-Markets, Sales, ABC stations, Karla car repair shops, hotels, Banks, restaurants and Sokos. Displays are used in advertising, cross-marketing and event information.
In addition to the screens, ABC stations and Länsi-Pori’s Prisma have the FirstView background music service in use.
On the busiest days, more than 20,000 customers visit Prisma.
– In-store marketing is very important for us. Customers come to Prisma mainly for buying groceries, and the challenge is to sell them also consumer goods. Why wouldn’t we make better use of our over 17,000 square meter store space for marketing our products?”, Prisma director Janne Nurmi says.
As a solution for more effective in-store marketing, Prisma acquired FirstView info screens, which can be influence customers’ purchasing decisions in the store. Thirty information screens are placed in different parts of Prisma; in the entrance air cupboards, lobbies, intersections of store corridors, above the service counters for meat, fish and bakery products, at the ends of utility shelves, and in staff break areas.
Janne Nurmi wants to emphasize that when purchasing an digital signage system, it’s important to fully plan the locations of the screen inside the store.
– We think carefully about how the customers move in our store and at what stage they are ready to receive any kind of information. In the food department, the displays are attached high up in “cubes” in order to avoid the unpleasant image of shopping channels.
Digital screens are also be located also staff break rooms and there they serve as tools for internal communication.
– Only a small part of our staff works at a computer, so the digital screens have been a really great help for internal communication. Content for the screens in the staff break rooms is produced by the S Group’s human resources and communications departments, and the stores can add some of their content as well.
FirstView displays easy to update and schedule the content of the so that the message is displayed simultaneously either on all screens or on a screen-by-screen basis.
Prisma director, Satakunnan Osuuskauppa
– At the time of the Christmas sale, we introduced end-of-shelf displays, which are placed next to the advertised products. The displays work wirelessly in the FirstView system with other displays, and they can be easily moved from one end of the shelf to the other as needed.
– The attention value of the displays is excellent and the results were immediately visible in the sales of the products. The same content can be used in TV commercials and on the digital shelf-edge displays. The same ad should be run for a maximum of one week in order to maintain its attention value, says Nurmi.
– In vestibules, the displays have by far the greatest attention value when customers enter the store, and we can be sure that the right information is displayed at the right time, Nurmi says.
– Screens in the hall, on the other hand, serve as an information channel. In the lobby, people often stay longer, giving them time to digest the content of the screens better. We also inform the customers about local events with the lobby displays.
– We have one person who takes care of all the content updates in every Prisma stores in our area, and the marketing department maintains the chains’ general content.
We maintain a consistent visual appearance by following S Groups’s graphic instructions and ready-made templates. In the stores, the displays are meant for quick glancing, so therefore the content needs to be kept ever-changing and constantly interesting.
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