Shopper Marketers Bring Pharmacy Digital OOH Network To Ireland
April 10, 2014 by Dave Haynes
I’ve seen shopper marketing companies nibble around the edges of the digital signage and digital OOH sectors through the years, but a company called Visualise has taken a bigger bite and gone in on a partnership that sees screens going into a Irish pharmacy chain.
Visualise and the Belgian digital media firm iDklic are rolling out Sam McCauley TV, based on iDklic’s PharmaSeen TV concept, in 28 stores across the Sam McCauley Chemists Group.
“The pharmacy environment is an ideal location for digital signage due to the fact that you have a captive audience of shoppers actively seeking information on products and services available to them and digital signage enables you to deliver these messages in a dynamic, eye-catching manner,” says Ciaran FitzGerald, Managing Director of Visualise, in a news release.
“The network will provide engaging, relevant, health-related content for our customers whilst providing us with the opportunity to promote our products and additional services in an impactful and dynamic manner,” adds company namesake and chairman Sam McCauley.
“Sam and his team immediately saw the benefits that the network could provide for them, their suppliers and their shoppers. We are really looking forward to working closely together over the coming years,” says Fitzgerald.
The news release says the PharmaSeen TV concept, created by iDklic in 2006, enhances the shopper experience, and reduces perceived waiting time, with a content loop which includes informative health and wellness content, pharmacy specific information and promotions and relevant third party advertising. It enables pharmacists to inform their customers of promotions and additional services available to them while also providing their suppliers with a platform to reach their target audience and drive sales at the point of purchase on an attractive and dynamic format.
PharmaSeen TV is already in some 1,500 pharmacies throughout Belgium , going mostly after pharmaceutical advertisers like GlaxoSmithKline, Novartis, Pfizer, Bayer, Merck, Sanofi, as well as beauty brands. The service creates content, manages the network and sells the ads.