In-store Advertising at Russian Ramstore Retail Network
Jun 8, 2006 8:00 AM
Located in approximately 40 store locations in major cities throughout Russia, the Ramstore retail network deployment of state-of-the-art digital signage networks represents a new era for in-store advertising.
Ramstore is a retail chain comprised of shopping centers, hypermarkets and supermarkets. After two years of investigation and evaluation, Ramstore management settled on a contractor able to implement this new professional in-store TV platform.
Indoor Media TV (IMTV), a Scala InfoChannel certified partner in Russia, is the integrator and investor in the Ramstore project. To introduce this new media to the Russian market, IMTV produced the Interactive MediaTV for Ramstore’s across Russia.
Ramstore centers with high sales volumes and large customer volumes were deployed with the digital signage network, including: Saint Petersburg, Krasnoyarsk, Kazan, Novgorod, Rostov, Podolsk, and Zelenograd.
Interactive MediaTV Network was deployed in high-traffic zones throughout hypermarkets, supermarkets, and shopping centers. Content was designed to provide product information, video clips, and incorporate promotional messages. In addition, local content, including: news, sports and weather, is included at each POS location. To maintain relevancy, content changes weekly and varies over the channel.
IMTV’s European board chairman Tony Yammine says that the project represents a unique advertising opportunity for the Russian marketplace, providing store managers with a new vehicle to influence their target consumer audience. “We know that 75% of purchases are made at the point-of-sale, and we are expecting a sales uplift of 30%,” he says.
The IMTV system, combined with Panasonic LCD screens and the Scala InfoChannel platform, provides the complete solution. All media is simultaneously transmitted to all screens using a Satellite or an Internet connection.
“We are proud to announce that in the second quarter of 2006, the total number of displays for the first phase of the project will reach 1000,” Yammine says.