Telstra T-Life stores
The Need:
- Telstra needed to create a strategic content schedule for the retail media solution, Telstra TV, that allowed flexibility, was easily managed and maintained and matched the channel purpose, environment and various audience segments.
The Solution:PDM developed a content strategy for Telstra TV to target six identified Telstra segment markets. Content was created for in-store LCD screens as well as a 25 metre high giant outdoor LED screen featuring brand, education, entertainment, promotions, information and news demonstrations.
The Results:- The new digital signage model dramatically improves in-store marketing and staff training effectiveness.
- The outdoor screen draws passers-by inside the store.
- 73- 85% of shoppers have a high recall of ads and believe the media improves the shopping experience
- 80% of managers agree that the content on the screens appeals to the customer segments in their store and has a positive influence on shoppers' purchasing decisions.
*Source Galaxy Research 2007