Page 19

THE MEDIA NOV_2018 - TMOL

Mal Media retailers within malls, as well as national and international brands, the opportunity to effectively drive price, place and product via screens placed in high footfall areas) and Mall Radio (currently in 10 malls, and designed to “influence consumers with brand messaging and calls to action when they are in a purchasing frame of mind and have a predisposition to making impulse purchases”). These solutions “do create and enhance a shopper’s experiences overall,” says Faia. Matthews says internationally, self-help kiosks make for low cost and efficient shopping. “Locally, we have seen online stores with collection points in malls and in store Wi-Fi and apps that promote conversion rates through an omni-channel strategy.” Activations, of course, are core to that strategy. As Faia points out, eventing creates “shoppertainment opportunities with which landlords can engage and entertain shoppers”. Shopper entertainment, he adds, is a BIG focus for most South African landlords. Andy Higginbotham, creative director at Moving Tactics Digital Impact, says while there will always be an opportunity for consumer engagement through events and activations within the mall media landscape, the “trick to getting this right is to provide new, innovative activities that intrigue mall-goers that are both relevant to the brand and offer the consumer something interesting. “The beauty of the digital space is that technology is advancing so quickly that it gives us, as digital solutions providers, a lot of scope to research these elements and provide appropriate solutions that offer our clients a competitive advantage,” he says. The future is coming That technology is impacting on how and where people shop is an understatement. One of the most interesting recent developments is in the realm of ‘how’. Nielsen recently launched its Smartstore tool, with South Africa the sixth country in the world to have it, ahead of the US and the UK. As The Media Online reported at the launch, it is an immersive virtual reality (VR) retail experience. The technology is able to fully recreate the layout, look and feel of a bricks and mortar store (either already in existence or planned for the future). This allows for the shopper’s journey through the store to be tested, mapped and evaluated. Erin Feeney-McKinney, from the business process improvement division at Nielsen, says the brand brought together “smart integration of store planning, merchandising and shopper research techniques to not only get richer insights into shopper behaviour, but to also convert them into something actionable for clients”. Smartstore builds a live environment, creating multiple scenarios that aid in gathering comprehensive analytics of shoppers’ experiences (tracking shopper’s head, eye and feet movements, 3D heat maps, etc). “The beauty of this technology is that it allows us to custom build different scenarios, according to client specifications and The Media | wagthedog.co.za P 17


THE MEDIA NOV_2018 - TMOL
To see the actual publication please follow the link above