pwc retail september 2004 discussion. pwc sept 20042 agenda macro context retail environment: a...
TRANSCRIPT
PwC RetailSeptember 2004
Discussion
PwC Sept 2004 2
Agenda
Macro context
Retail environment: a discussion
Digital View : an overview
Next Steps
PwC Sept 2004 3
Macro context
Advertising:
Fragmenting market, consumers on the move
Advertising revenues looking for newer more effective media
Technology:
Screens ever cheaper – allowing wider utilisation
Can be located anywhere – opening new areas for media
Digital provides 2 way communication – key new capability
PwC Sept 2004 4
Retail Environment Core activity areas
Delivery of Product to site (Logistics, Ordering etc)
Promotion of Product in store (Promotions, Merchandising, Brands etc)
Consumer communication (Loyalty cards, CRM, etc)
Staff communication & control (Recruitment, Training, Corporate comms etc)
Asset management (Sweating assets, financial engineering etc)
Plus corporate activity (Financial control, Risk management, M&A etc)
Each activity supported by major investment & systems infrastructure
All areas under continual & growing pressure to:
Cut costs
Integrate more effectively
Provide better data feedback
PwC Sept 2004 5
Why is Digital Media relevant to Retail? Promotion of Product in store:
Power of point of decision Faster product uplift – better demonstration Less POP waste Brands leverage ATL spend & grabbing greater share of overall Brand spend
Consumer communication Quicker more effective refreshing of store environment Better CRM data loop with richer information with greater interaction with existing loyalty
platforms Part of lowering cost of consumer acquisition
Staff communication & control Better central control of communication (product & service benefits leads to better service) Better value more effective staff training
Asset management Incremental revenue streams
Logistics Flexible content: addresses tactical logistic / promotion issues
PwC Sept 2004 6
DV: Our profile
Digital View is a leading marketing partner for companies looking to use digital media solutions in the retail and captive audience environments.
5 years experience and more than 25,000 digital displays at point of sale, and 2,500 connected systems
Digital View develops brand communication campaigns that combine; technology, content and design, with first class support and day-to-day network management
Supported by in-house expertise in retail marketing, creative media production, media sales & remote content distribution.
European operations based in Central London with International operations in HK, USA and Canada .
PwC Sept 2004 7
DV: Integrated digital media network solutions Media strategy and communication objectives
Integrated marcoms for store and customers plus KPI’s
Bespoke content development Branded channel identity and programming
Media plan & packaging to meet objectives Media sales strategy tools, advertising packages and pricing
Network planning and content scheduling Network structure and content management plan
Media playback technology Right for location, optimised technology, reliable & robust
Secure & scalable central network and control Secure, central network management software, 10,000+ screens
Network support planning 100% network visibility and proactive issue resolution
Data feedback and measurement KPI measurement and response planning on near real time basis
Project Management Installation & on-going service
management contracts
PwC Sept 2004 8
DV: Our approach: the net result DV networks deliver:
The right dynamic video content Relevant media strategy to satisfy the need
DV networks use:
The right display medium to suit the environment The right technology to ensure robust operation
DV networks are:
Scaleable, centrally controlled and updateable Offer full 24 hour client visibility, accountability and central field
data analysis Backed up by experienced installation, support and day-to-day
network management
PwC Sept 2004 9
DV: Our track record - tried & tested across the A-Z of digital media
Media Networks:Retailer Networks: MFI & Mark’s WorkWear HouseBrand Networks: Camelot & JMLRetail Advertising Networks: i-vu & Pharmacy ChannelOutdoor Advertising Networks: Warner Howard & FreephoneCommunity Information Networks: CCNTransport Networks: Heathrow Express, KCRC, Buses & Taxis
Point of Sale Media Systems:Retail Fixture Installations: Nokia, 3G, Tissot, Schipol Duty FreeShelf Edge Installations: Starbucks, Lego, Hasbro, PersilRetailer Installations: Toys R Us, Meijers, SafewaysRetail Design Installations: L’Oreal, Procter & GambleVending Installations: Walls, BAT, Uit Agenda & Total
PwC Sept 2004 10
DV: Our retail proposition andproducts operate at all levels instore Broadcast: common denominator
About ambience About entertainment About awareness
Narrowcast: about creating customer communities About addressing specific target groups About where group and environment meet
1-2-1: about customer decision support & messaging at
PoP About direct response About information & education and influencing behaviour About loyalty About why you as an individual buy
Th
e s
helf
ed
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Cate
gory
Level
Sto
re L
evel
PwC Sept 2004 11
DV: A ready-made content programme & service Development of branded content that
Communicates, educates, entertains and extends value In a relevant and appropriate way At the right time
Supported by the right skills to develop and maintain it
ARTWORK & DESIGN - ANIMATION - FILM – AUDIO - COPY WRITING – ADAPTATION- SOURCING - CONSULTANCY - PHOTOGRAPHY - PROJECT MANAGEMENT
Educational
Brand builder
Interstitial
PwC Sept 2004 12
DV: A proven, fit-for-purpose, platformContent Delivery Network
Network Support Helpdesk
Media System Technology
PwC Sept 2004 13
Discussion: Are Digital Media Networks valuable for PwC? DMNs have potential to:
Increase fee revenues
Increase product/solution sales revenues
Add client relationship value and help differentiate PwC retail consultancy practice
DMNs will do this by:
Deepening and extending retail strategy projects
Differentiating PwC services portfolio in retail pitch work
Effective Interface with existing PwC retail software solutions
Lucrative project management opportunities
Mark up on DV own label solution
PwC Sept 2004 14
Discussion & next steps