In store TV

It helps advertisers catch the attention of time starved commercial-bludgeoned shoppers at the point of sale. Retailers can keep their captive audiences updated on the latest schemes and promos, and get a halo effect in the bargain as they are likely to be seen as modernised and high-tech. If nothing else, they can also sell airtime for client advertising to monetise the network. Not to forget that it helps shoppers feel connected and, above all, empowered.

In-store television networks is a phenomenon that’s fast gaining currency across big retail in India. Though not prodigious by any account—industry estimates put this year-and-a-half-old industry at Rs 50 crore, with 8 to 10 major players flaunting 8,000-odd screens across the country—the potential is easy to gauge. The growth projections are sure to draw more players to retail TV.

Out-of-home television does not compete with TV as a medium. But it helps build the frequency of TV and other forms of advertising because an increasing number of people spending more time out-of-home especially in retail clusters like malls, cafes etc.

But does in-store communication with shoppers actually work?

• Statistics show that 60-70% of brand purchase decision happens in store.
  
• Moving messages attract 40% more attention than static signage.
  
• About 78% of retail television viewers say they find it helpful.
  
• 42% of retail TV viewers prefer to shop in a store that has video displays, according to various dipstick studies done by retail managers and their agencies.

Of course, store TV operators warn that the gains may not be quantifiable all the time. Yet, such narrowcast networks remain the best bet for target marketing because the audience is tightly defined by time, place, and activity.

TAG Media operates 650 screens across Spencer’s, Foodworld, Fabmall, Indiabulls Mart and Trinethra.

Currently, most of these networks play content related to store products and promos as well as stock brand offers. But as the market becomes crowded content differentiation will be key. Says Partho Dasgupta, managing director and CEO, Future Media. “Everyone wants a good deal at every range—be it value for money shopping or at lifestyle shopping. Consumption is also a way of entertainment. Keeping these factors in mind, the content on Future TV is a blend of advertising/promotions, programming and a live element via a news ticker by Times Now.” In fact, the programming on Future TV consists of 4 separate feeds that cater to the 4 different retail formats of Pantaloon, Big Bazaar/Food Bazaar, Central and HomeTown. “While the feed at Pantaloon has more emphasis on lifestyle-based programmes, Big Bazaar lays emphasis on gags and humour-based content,” he adds. To engage shoppers, store networks also host interactive contests for their viewers. Future TV, for example, has hosted contests such as Future Cup contest and Future TV Box Office that have gained tremendous response and have started building loyalty, according to the company.

To make the screens effective, one has to Install screens at the right places & invest enough in content. The store networks are yet to be part of the media planners’ agenda. It’s an emerging medium and most retailers and advertisers are still exploring how to use it to maximise RoI. It should be used tactically to influence shop-floor behaviour rather than as a strategic brand-building tool.

Much of the communication on store networks now is driven by the advertisers and retailers. Media planners are always one step behind (the advertisers and media owners). Only when advertisers, as a matter of policy, set aside a portion of their budgets for advertising over store networks will agencies begin to have a point of view.