Big brand, tiny screen, major digital signage fail
December 14, 2010 by Dave Haynes
So, some brand manager had the bright idea to market toothpaste right at the shelf edge with a display only as big as said toothpaste’s cardboard packaging.
This was spotted by a reader (thanks, by the way) at a Walmart in Montreal, and there’s also video of this in the wild in Winnipeg. For those struggling: second row from top, middle.
As the reader noted, “I walked right past it without even realizing it was there – and I’m programmed to notice these things.”
I think this is a little electronic ink thing that obviously wouldn’t have cost a pile of money, but it took money and resources, nonetheless, to organize this and put it in place in various stores. The big question: why?
Maybe tubes of Colgate are flying off the shelves because of this thing, but common sense tells me a digital screen this small and muted is not the digital signage answer. Screens at shelf edge have proven quite effective in influencing purchase behavior. But they’re almost always at least large enough to notice.
Colgate-Palmolive Company guys, you need consulting advice. I may know someone.
Thanks to Oversocialized for the video from a Winnipeg (brrrr) store.