Issue Winter 2010

Digital Point-of-Sale Gives Brand Marketers an Edge

eMarketer.com

The retail point of sale represents a major battleground for brand marketers, as they attempt to get consumers’ attention through in-store displays and signage.

“While consumers are influenced by a number of factors prior to entering the store, digital point-of-sale media—in-store signage, displays and more—can have a big impact on their purchase decisions while they are shopping,” according to the new eMarketer report, “CPG Marketers Go Digital at Point of Sale.”

By focusing on digital media at retail, CPG marketers such as Kraft, Kellogg, Procter & Gamble and Unilever are going beyond the box to tout key ingredients, promote health messages and other product benefits. They have used in-store video to flag new sizes, flavors and convenient packaging features.

To read the full story, click here