Health-and-beauty chain Clicks South Africa clicks on digital signage for in-store marketing
South African health-and-beauty retail chain Clicks has announced a partnership with South African digital signage solutions company Moving Tactics that entails installing digital signage within the chain’s top 25 stores nationally, as well as marketing the media platform to Clicks’ private-label suppliers and other brand suppliers.
Moving Tactics has installed more than 500 in-store digital signage screens that reach an audience of 2 million customers per month via a bespoke multichannel digital signage network, the company said. The network’s strategic focus is on building a new media platform that will inform and benefit the shopping experience for its customers whilst enhancing the look and feel of its stores.
Moving Tactics’ content management will support Clicks’ promotions strategy to provide customers with the latest on-point seasonal service and product promotions and provide a wide variety of suppliers, large and small, with an equal media voice in-store at point-of-purchase, the companies said.
The Shopper Journey through Clicks’ store environment is initiated and supported by a 65-inch LG commercial display built into the window of each store, providing the potential customer or passer-by with a view of current promotions, supplier advertising and seasonal campaigns. As the customer enters the store they are directed through the beauty department, where Moving Tactics has built four LG 42-inch extended displays in series, which allows content to flow across all four screens specifically for the cosmetic and fragrance brands. In certain stores, four-screen video walls have been installed in the engagement zone to bolster in-store activity alongside any cosmetic or beauty promotions.
Moving further into the store, a group of dual LG 42-inch extended displays have been placed at various FMCG areas in-store, ranging from hair care, baby, appliances, personal care and health. These dual displays work in a similar fashion to the quad extended displays in the beauty department, but are focused on campaigns, promotions and supplier advertising specific to the area.
As customers complete their shopping experience, they proceed to the point-of-sale area, where Moving Tactics once again has utilized the extended dual-screen solution, installing two units per store. One of the capabilities of the first unit is that it incorporates the queue management system, in which the visual prompt has been built into the visuals on the screen. This allows the customers’ attention to be focused on the digital signage and not to be distracted by another solution, the companies said.
“We are focused on providing our Clicks customers with the right message at the right time in the right place so as to make their purchase decisions easier and more effective,” said Hugo van der Westhuizen, Clicks advertising and media sales, in the announcement.
Moving Tactics managing director Chris Day said, “We are very excited to become an innovation partner that not only provides a technology base but also optimizes their in-store marketing and promotions space and leverages off this infrastructure to enhance the customer journey through the store.”