Fresh strawberries by satellite
Centralized advertising at the point of sale is on the rise not only in the audio sector but also in the video sector
Centralized advertising at the PoS is not only on the rise in the audio sector, but also in the video sectorBy Clemens HörlerThanks to modern technology, store and restaurant chains can control advertising at the point of sale (PoS) ever more centrally and quickly. Up to now, audio systems have been used in particular, but centralized video systems are also on the rise.
A few years ago, when a detergent promotion was advertised in a supermarket, the store manager, who was chronically suffering from euphoria, was usually behind the microphone - or a tape was played that had been sent by post or courier from head office to all stores. This meant a considerable amount of work, especially for companies with numerous points of sale.
For some years now, more and more department stores, supermarkets, restaurant chains and other companies with many branches have been using modern technologies that allow them to organize announcements centrally and transmit them via satellite or cable.
It can be determined in which stores which announcement should be played. The stimulating background music at the PoS is also coordinated in this way and designed uniformly in all stores. The music programs offer an alternative to radio stations, especially when they play advertising: The text-free programs can prevent a Migros commercial from suddenly booming through the loudspeakers at Coop or vice versa.
The Migros Cooperative Zurich (GMZ) has been using ProSat, the central system for in-house music programs and advertising from Europhone, for over a year. "In the past, employees in all branches were trained to speak advertising announcements," recalls Hannes Schibli, Head of Advertising at GMZ. This is no longer necessary today.
Maintaining individuality and corporate image
According to Schibli, the Migros Cooperative Zurich selects five to ten products, services or special price advantages every week. The spots are produced on Friday and are then broadcast in the stores from Tuesday. The only exceptions are smaller stores that do not have a reception system.
However, many announcements still have to be organized locally, for example when 200 strawberry baskets have to be saved from going mouldy at store X shortly before closing time. "The central system replaces the local announcements for the most part, but the store managers still have the right to make special announcements," explains Schibli.
"The individuality of each sales outlet must not be disregarded; however, a uniform appearance of an entire chain is important for the corporate image of a company, and this is only possible with a centralized system," says Walter Reinhard, Partner at Auris GmbH, Muntelier, with conviction.
Auris also recently launched Point-of-Sale-Radio, a centrally managed electronic system for acoustic and visual sales promotion.
Visual central systems are also on the rise
According to Europhone, it is the market leader for such systems in Switzerland: its customers include Coop Basel, Bern, Zurich and Winterthur, Migros Zurich and Bern, Pick Pay, Globus, ABM, EPA, Mövenpick, Manor, Möbel Pfister, as well as Credit Suisse and UBS. Depending on their needs, they only use the standardized or specially tailored music programs or they also broadcast advertising via ProSat to the individual stores.
Richard Koch, Managing Director of Europhone Switzerland, sees the future of central PoS programs not only in the audio sector: "In the future, video broadcasts will also become more important, especially in larger stores, and the systems for this are already under development. Our product should be ready for the market in about three or four months."
The trend is moving towards
moving pictures
However, with the expensive screens and infrastructure costs for data transmission, such central video systems are expensive fun. This is why local solutions are more likely to be used, if at all. "Companies often don't know what kind of program they should play between commercial breaks," says Koch, explaining the reluctance of many companies.
In the USA, a trend towards moving images can certainly be seen, including at solution provider E Ink Corporation. The company caused a stir two years ago with large advertising posters in American department stores. These consisted of electronic ink on digital paper. The messages or images on the posters could be changed centrally and quickly on the computer; poster stickers were no longer necessary.
In future, E Ink would also like to bring more movement to electronic posters in order to generate even more attention. The US company is convinced that it can attract a large number of customers to its technology. After all, advertising at the point of sale plays an important role in the United States with an annual spend of 14 billion dollars and is the third-largest advertising category behind TV and print advertising.
A few years ago, when a detergent promotion was advertised in a supermarket, the store manager, who was chronically suffering from euphoria, was usually behind the microphone - or a tape was played that had been sent by post or courier from head office to all stores. This meant a considerable amount of work, especially for companies with numerous points of sale.
For some years now, more and more department stores, supermarkets, restaurant chains and other companies with many branches have been using modern technologies that allow them to organize announcements centrally and transmit them via satellite or cable.
It can be determined in which stores which announcement should be played. The stimulating background music at the PoS is also coordinated in this way and designed uniformly in all stores. The music programs offer an alternative to radio stations, especially when they play advertising: The text-free programs can prevent a Migros commercial from suddenly booming through the loudspeakers at Coop or vice versa.
The Migros Cooperative Zurich (GMZ) has been using ProSat, the central system for in-house music programs and advertising from Europhone, for over a year. "In the past, employees in all branches were trained to speak advertising announcements," recalls Hannes Schibli, Head of Advertising at GMZ. This is no longer necessary today.
Maintaining individuality and corporate image
According to Schibli, the Migros Cooperative Zurich selects five to ten products, services or special price advantages every week. The spots are produced on Friday and are then broadcast in the stores from Tuesday. The only exceptions are smaller stores that do not have a reception system.
However, many announcements still have to be organized locally, for example when 200 strawberry baskets have to be saved from going mouldy at store X shortly before closing time. "The central system replaces the local announcements for the most part, but the store managers still have the right to make special announcements," explains Schibli.
"The individuality of each sales outlet must not be disregarded; however, a uniform appearance of an entire chain is important for the corporate image of a company, and this is only possible with a centralized system," says Walter Reinhard, Partner at Auris GmbH, Muntelier, with conviction.
Auris also recently launched Point-of-Sale-Radio, a centrally managed electronic system for acoustic and visual sales promotion.
Visual central systems are also on the rise
According to Europhone, it is the market leader for such systems in Switzerland: its customers include Coop Basel, Bern, Zurich and Winterthur, Migros Zurich and Bern, Pick Pay, Globus, ABM, EPA, Mövenpick, Manor, Möbel Pfister, as well as Credit Suisse and UBS. Depending on their needs, they only use the standardized or specially tailored music programs or they also broadcast advertising via ProSat to the individual stores.
Richard Koch, Managing Director of Europhone Switzerland, sees the future of central PoS programs not only in the audio sector: "In the future, video broadcasts will also become more important, especially in larger stores, and the systems for this are already under development. Our product should be ready for the market in about three or four months."
The trend is moving towards
moving pictures
However, with the expensive screens and infrastructure costs for data transmission, such central video systems are expensive fun. This is why local solutions are more likely to be used, if at all. "Companies often don't know what kind of program they should play between commercial breaks," says Koch, explaining the reluctance of many companies.
In the USA, a trend towards moving images can certainly be seen, including at solution provider E Ink Corporation. The company caused a stir two years ago with large advertising posters in American department stores. These consisted of electronic ink on digital paper. The messages or images on the posters could be changed centrally and quickly on the computer; poster stickers were no longer necessary.
In future, E Ink would also like to bring more movement to electronic posters in order to generate even more attention. The US company is convinced that it can attract a large number of customers to its technology. After all, advertising at the point of sale plays an important role in the United States with an annual spend of 14 billion dollars and is the third-largest advertising category behind TV and print advertising.
