Supermarket & Retailer October 2008

A Digital Revolution

Digital signage will always do an excellent job in creating and maintaining brand awareness. LCD and Plasma screens, all over the world, are reminding us of which brands to purchase. Although considered in their infancy in the retail industry, they are achieving measurable success in store at point-of-purchase. But at White Light Advertising, we believe they are only scratching the surface!

Forbes magazine states

"70 % OF BRAND DECISIONS ARE MADE IN-STORE".

Due to the complex nature of retail, most digital networks only offer a brand dominant solution. White Light has developed a digital network that is capable of delivering not only brand, but interactive pricing as well. To really change the purchase decision in store you have to advertise price as well as brand. This has not been achieved so far because of the flexibility required in pricing goods. Prices can change on a daily basis and you don’t want to keep reloading new advertisements with new pricing.

At White Light, we believe that together, product and price are the two essential ingredients in opening the door to digital advertising. The ability for a retailer to manage their own price specifics is the solution that has thus far prevented brand owners, suppliers and distributors from committing to Ad-spend via this new channel.

Our solution utilizes proven technology, used in thousands of locations, but with the dynamics of the retail and wholesale chain specifically in mind.

White Light understands the retail environment and has specifically geared our digital solution for this market space.

With the added flexibility that White Light can offer and the interactive nature of our solution, we can get the full message, brand and price, to the consumer at point-of-purchase.

We can offer wholesalers or retailers an additional medium to flight advertisements, from both suppliers and outside sources, with the key feature of being interactive with the digital display. The wholesaler or retailer can also make income from the valuable advertising space that these digital displays occupy!

· It is undisputed that a message delivered at point-of-purchase has the best chance to influence the consumer to take the product off the shelf

· The network is designed to deliver brand and price specific advertisement, directly to the patron in-store

· Shoppers who view digital signs are 1.56 times more likely to recall a retailer’s advertisement and make a purchase. 40% will buy from the merchant using the signs.

· Facilities exist for management to communicate interactively via a web site or WAP enabled cell phone with the adverts and the patrons in store.