Capitalizing on OOH viewing experience to retain customers
By Curt Marvis, CEO and co-founder of QYOU Media
People are spending more time outside of the home than ever before. A recent study from Posterscope shows that consumers spend 25 percent more time outside of their home when compared to 10 years ago. This has impacted the global retail and leisure industry, providing new opportunities to attract, engage and retain customers by creating entertaining in-venue experiences.
Many retail and leisure venues are already evolving to become entertainment hubs. Examples include providing access to connected devices to post thoughts about products to social media, introducing live music in-venue, through to including pop-up shops inside stores that serve coffee, food or fashion.
One of the ways that we think retail and leisure companies can tap into the move towards OOH entertainment to win over customers is through the addition of TV and video content.
Consumers are watching more video than ever before and increasingly this happens on-the-go. Ericsson’s latest ConsumerLab TV & Media report predicts that in 2020, 50 percent of viewing will be done on a mobile screen, with half of this on a smart phone alone. This shift is largely driven by a tech-savvy millennial audience that are used to having immediate access to entertainment at their fingertips, wherever they are.
Consumers are used to watching content while on the go and in transit in places such as bars, gyms, or restaurants. Dipping in and out of content while travelling, shopping or eating, means these viewers are often watching short-form content. This includes content hosted by sites such as YouTube, Daily Motion and Facebook which don’t require investing large amounts of time in longer-form shows.
The interest that younger consumers show for short-form content can be used by retail and leisure venues to create a differentiated and competitive experience. For example, a bar venue could offer suitable sports content in between big matches to cater to fans during the breaks of a big game. Or a gym might offer healthy eating content and cooking shows for consumers to watch while they are working out. Anywhere with a TV screen stands to benefit from this type of content.
An example of short-form online video in-venue is Buffalo Wild Wings (BWW), one of the fastest-growing restaurant chains in the United States. BWW offers a casual sports-bar atmosphere, with each venue showing a range of sports across multiple TV screens. With big sporting events and franchises such as NFL and NBA remaining the dominant attractions, BWW was looking to schedule programs in between games to appeal to customers who were staying for a short-time or keep people entertained during breaks in a sports game.
Working with The QYOU and HeroFi, BWW introduced a curation of short-form video content delivering 15-minute shows compiling the best of online sports video clips to entertain customers in-between long sports games. This included related content such as extreme sports right through to soccer tricks and feats of athletic achievement. Such entertainment adds value to the in-restaurant experience, particularly for younger audiences who have an appetite for this content in addition to fast food and sports.
With OOH TV and video viewing on the rise and entertainment now a key differentiator for retail and leisure brands, short-form content has a role to play in the retail and leisure experience of the future. TV already extends far beyond the living room, and smart retail and leisure brands are starting to realize how incorporating the best bits of online video can be used to add value for the customer and increase brand loyalty.
Image via Istock.com.