Strong, immediate boosts in sales prompted Labatt Breweries of Canada to more than double the footprint of an in-store digital merchandising program developed and managed by veteran digital signage solutions company Digital Display and Communications (DDC) together with technology provided by Reflect Systems Inc.
 
Labatt will expand the number of "POD" digital signage merchandising units it has in the field to more than 500 by early 2010, based on the results of an initial rollout of 200 units that started in selected Western Canada retailers in 2009.

Following strong pilot results, DDC using Reflect Systems software was engaged by Labatt to help it develop a true scalable turnkey solution that delivered on a set of well-defined core objectives, like influencing buying decisions and better controlling sales promotions in stores. DDC was responsible for the technical system design, hardware and software procurement, assembly, configuration and project management for the program, which features an attractive merchandising unit based around a 32-inch LCD monitor and built-in media player.

The first batch of POD units was rolled out to stores in mid-2009 and had an immediate, compelling effect on sales.

"The actual results are confidential, but we can say that the sales increase on promoted products in stores that have the PODs, versus those that don't, raised some eyebrows," said DDC's vice president of Business Development, Steve Harris.

"In 2009 we were able to affect strong results in sales lift when leveraging digital media near the point of sale," said Stephen Nesbit, president and COO of Reflect Systems. "We're excited by the success the ReflectView platform is having in digital retailing applications, and from the positive results we're seeing in projects like the Labatt and DDC program. DDC clearly has what it takes to implement great digital merchandising programs, and we congratulate them on an impressive solution that really puts together all the necessary components for success."

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