In-store video promotion is a growing trend. Meijers uses video at the point of sale and Betty Mills runs customer testimonials onsite. These are just two examples of the growing trend to use media for in-store promotions. Tween Brands is applying the same tactic but to their niche market.
Tween Brands targets shoppers from the age of 7-14 years. The are they largest tween age retailer in the nation. The retailer has recently installed in-store video promotion, The Tween Network, in Justice and Limited Too stores across the nation.
In a report by MediaWeek, the retailer’s strategy is to create a link between the mail catalog and in-store shopping experience. The Tween Network is designed to reinforce the catalog advertising by fostering a customer experience to increase the time in the store.
It is becoming more common for retailers and brands to use video and online resources in their marketing mix. Unlike static printed displays, the video components are easily customizable after the initial installation of display screens. Once the hardware is in place, retailers and brands can change the content as often as they like. This allows for quick seasonal and niche market promotions.
Where do you think the direction and growth of in-store video is going? Do you see it as an effective marketing tool?
