Whole Foods Market Install Digital Signage Across Customer Journey
18 Nov 2008
Whole Foods Market stores in Toronto and Oakville have been installed with a new customer journey solution using digital signage from local provider Planet-Tek Systems.
The 'Marketplace Station' concept sees a series of digital singage 'stations' or interaction points installed from the entrance of the store (the 'Welcome Station') to the specific product departments (the 'Produce Station'). The station's remotely managed digital screens showcase a mix of vendor promos and editorial segments focusing on nutrition, fitness and other lifestyle aspects of interest to the company's health conscious consumers.
Planet-Tek has a 5 year partnership with Whole Foods Market and the companies will work together to sell the promotional air-time on the system.
AKA COMMENT
The positioning of the displays is designed to draw customers to the point of purchase as part of their natural journey through the store. By matching the content and the type of display with the specific point in the journey, the medium's impact is dramatically enhanced.
General media messaging on large screens at the entrance builds the interest, middle sized screens with more specific category promotional information at the aisle ends reinforces the need, and small detailed product specific screens at the shelf-edge work to conclude the purchase decision.