Re Grocery

August 31, 2009 by Dave Haynes

Hi Drew

Thanks for your comments

I agree grocery is a great channel for digital out of home, but I just don’t see the point of screens in the checkout lanes, particularly showing things like the weather.

The argument for the screens in that area always seems to be that the marketing messages work because people who shop at a grocery are habitual and this is an opportunity to remind people to pick stuff up the next time they are in.

From my deranged point of view, I’d rather remind them to pick something up THIS time they are in … by having screens out in the aisles, but down low enough at end caps and other fixed positions where they get noticed.

Screens marketing to people after they have finished shopping and are in line, getting set to leave, remind me of those badly scheduled ads on TV that remind you to watch a show that’s going to be on … yesterday.

I don’t think the things are terrible at that location, just less than optimal. Certainly from an ops point of view, they offer the path of least resistance.


Dave Haynes

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