NRF: Walmart unveils ROI data for in-store digital signage campaigns
Jan. 9, 2011
New York -- At a Monday afternoon National Retail Federation session presented by Walmart and creative partner Studio Squared, the retailer released data on the effectiveness of its new “digital media program,” which ties together the in-store Smart Network digital signage platform with the ad and creative space available on Walmart.com.
According to marketing director and Smart Network general manager James Beck, the company's online media program delivers 1 billion ad impressions per month to an audience of 32 million monthly unique visitors. Those visitors spend an average of 15 minutes on the site each visit.
When that program is coupled with the Smart Network the digital media program has a monthly reach between one-half and one-third of the U.S. population.
Bill McMullen, general manager of Studio Squared, talked about how his company works with suppliers to develop creative campaigns for the Walmart digital media program. He shared two specific case studies.
In the first, a breathing-strip manufacturer purchased an endcap campaign, in which a 90- to 120-second message ran on endcap screens with product positioned around it. While the program was running, the brand saw a 100 percent sales lift on the specific product, determined by testing versus a control group.
In another campaign, the retailer wanted to increase the number of shoppers that opted in to receive discounts and offers via SMS. It staged a four-week campaign in which shoppers were told that if they'd sign up by dialing a specific code, they'd get exclusive announcements of new “Rollback” offers. During the four-week period, the retailer saw a three-fold increase in daily opt-ins.
James Bickers is the senior editor of Retail Customer Experience, and also manages webinars for Networld Media Group. He has more than 20 years experience as a journalist and innovative content strategist, with publication credits in national, international and regional publications.