DOOH Digital Out Of Home - Integrated Solutions for Retail

What is it? It is broadcasting publicity in non domestic environments or outdoor; is considered to be the sum of all environments, not necessarily outside of a building, that are different from ones residence. This includes malls, shopping centers, health clubs, stations, post offices etc.  Where does it come from? It come from billboards that are static and made of paper, called OOH, Out Of Home. Paradigm of declination: DOOH is presently considered as the 4th source of publicity in Classic Media.

TELEVISION
PRESS
WEB
DOOH

DOOH and OOH versus Classic Media, Data:
TV 53.2 % (trend –14.2%, €2.3 Billion)
Press 27.1 % (trend –25%, €1.2 Billion)
WEB 6.6 % (trend +7.9%, €300 Million)
OOH 2 %, of which DOOH (DIGITAL) 1% (trend +1.5%, €5 Million)
OTHER 11.1% (trend: radio –17.5%, signage –28%, cinema –9.3%, cards –5.6%, direct mail –17.3%, etc. )

Ideal places to use DOOH:
Classic Digital Signage (airport, subways, public venues)Digital In-Store (malls & GDO, retail, public commercials) Digital Outdoor Signs (urban point of information and ADV)

DOOH Digital Out Of Home data for the EUROPEAN market
According to Screen Digest, earnings coming from the Digital Signage, called DOOH, will quadruple in Europe in the next 5 years.It will pass from a consolidate turnover of €160 million in 2007 to a turnover of €626 million in 2012. For 2012, the estimated growth of DOOH is approximately 10% of the total OOH market. Also according to Screen Digest, in Europe, the increase of Digital Signage in Retail & GDO or DOOH has grown from 4% to 10% from 2007 to 2009.

DOOH Digital Out Of Home - data for UK and USA markets
A Deloitte study of the UK and US market shows that investment data in the Digital Shopper Advertising sector has grown from 0% to 60% in the last 5 years; with a net increase in earnings of approximately 25%. Frost & Sullivan claim that GDO and Retail Digital In-Store signage has increased sales by 8%, confirming a $3.5 billion US market and £300 million market in the UK.

Describing the SCENARIO, how has the Classic MEDIA changed and how has publicity evolved?
-’70s, INTERRUPTION ADVERTISING
-’80s, ENTERTAINMENT ADVERTISING
-’90s, ENGAGEMENT ADVERTISING
- 2000s, DIALOGUE ADVERTISING & PROXIMITY MARKETING

GDO & Retail, critical factors
- lower average receipt totals: each customer buys less
- less traffic: fewer customers
- customers remain in shops less
- need to rotate stock
- need to increase high mark-up product sales
- need to do CROSS-Selling and UP-Selling
- need to increase the added value of ones image and use brand leaders and signage in sales venues
- need to increase earnings coming from placing new publicity in the sales venue

Identified needs

- More flexibility and practicality to update maps for customers
- Easy identification of the desired location (products and brands).
- Easily understood directions to the desired location
- Possibility to strengthen sales communication of the point of sales relating to the initiatives that each one offers
- More information about activities in the point of sales with frequent updates

Reflections
- For malls and shopping centers, what are the innovative tools to make the space in the corridors more interesting and appealing?
- How do you increase Publicy ROI?
- What means are available to increase sales in your market?
Because consumers have changed; they spend less time watching TV and reading newspapers. Newspapers and magazines are read on-line and when we are not in the office we are commuting in the car, subway, tram or on foot… We are truly OUT OF HOME. Consumers, therefore, need to be stimulated more while they are OUT OF HOME and, while shopping, the stimulus must come directly from the PDV. Doing this, the chain closes and the engagement launched in TV, Press and Web closes directly at the point of sale with DOOH.

• engagement/dialogue with customers through ADV Media, messages and the WEB
• issue Loyalty Cards with the customers exact profile
• at mall and/or individual point of sale entrances, the customer decide to receive information about the location of signs, references, events, promotions, contests using a simple touch screen
• in the stores aisles, screens can inform customers of all the useful news for purchases, coming from referencing the customer’s profile with rotated stock or high/low margin products of high/low profile. (cross/up selling)

PRODUCT SYSTEM 1
Totem LCD vertical and large format LCD Display with Touch Screen that allows users to dialogue directly with the signs. They are placed at the shopping mall and each point of sale entrance. Presently Totem or displays have BARCODE READERS and allow users, both those with LOYALTY CARDS and not, to dialogue with the sign.  On each Totem, it is possible to interact also with on-line payments that imply on-line purchases and/or WEB transactions, such as adding credit to your mobile phone, point upgrades, etc., naturally without showing any private information.

PRODUCT SYSTEM 2
Vertical large format LCD Display placed at eye level in corridors, aisles, where possible, and at every entrance/exit of the shopping mall. The displays are not interactive; they only visualize ADV Messages in loop. The displays are a real Digital Advertising network; ideal to support the shopping mall and the ROI of advertising space that promotes brand loyalty and awareness.

PRODUCT SYSTEM 3
Vertical medium/large format LCD Displays placed at eye-level directly in the shelves to stimulate the customer to purchase on impulse in those 7 seconds. The messages are very brief and different from those from TV, Press and the Web. They can also show recipes, advice, combinations and seasonal, regional, etc. information.

ADVANTAGES and FUNCTIONALITIES OF A DOOH NETWORK
f the sign has a Bar Code Reader and clientele have personalized LOYALTY CARDS (present scenario), installing a DOOH network with the product system described before, the content in the shopping cart can be updated in real time.  While shopping, customers can use the SYSTEMS with their loyalty card or the Bar Code Reader to receive suggestions, for example, for combinations of food items in their shopping carts, such as wines, deserts and/or accessories for cooking. Shoppers can also receive promotional information, obviously linked to stock rotation. They can receive PRIZE POINTS and after consulting the display, they will have the products in their shopping cart checked with the products promoted by the sign at that moment.