With generally lower prices and up to 8,000 20-second video plays on built-in batteries, small video players are finally getting there as a practical and versatile demo device for point-of-sale uses.
While we’ve designed and produced POP displays with video players for use in lower traffic environments such as distributor showrooms, we’ve tended to shy away from recommending this tactic for big box and other high traffic retail applications where battery life can be a challenge. That is a particular limitation when you don’t have sales reps or other service teams going into the stores regularly. For broader use in retail merchandising where cordless, battery-powered operation is required, video players really need to go untended for 6 – 12 months, even longer if possible.
Now that goal appears to be achievable, at least with small 2- to 4-inch LCD screens. Yes, that’s pretty small, but consider the social media videos you may have viewed on your smartphone recently. If the video content is properly planned with closeup shots and large titles, and the video players are positioned near eye level, the results can be surprisingly effective.
In the grocery channel where these new longer-lasting players have had some early test results, brands are reporting sales lifts ranging from 21% to 27% with video.
Newest players conserve battery life and are also thin enough to fit in blade signs, shelf edge talkers, quarter pallet floor displays and even in some very impressive direct mailers intended for special prospects or to promote big ticket items. One of our partners, Americhip, has developed screen sizes in 1.8” , 2.4” and 4.3” for these types of applications. They also make larger screen sizes for counter displays and overhead digital signage.
All of the new video players can be activated with a button on the face of the display, or with an optional motion sensor, can be set to play automatically when shoppers approach the display. For more interactive functions, you can add up to 4 buttons to select and play different video subjects.
We’ve used that multi-button playback capability in a showroom display targeting contractors, enabling them to view the video three ways: With English narration, Spanish narraton and with no audio. In that display, we had the luxury of AC power being available at the sales counters, so we were able to have the unit play a continuous loop video without sound until the customers pushed one of the lighted buttons to restart the video with audio.
For longer video content and playbacks that need to exceed what even these new high-efficiency units can deliver, AC power supplies or external D-Cell battery clips are definitely still recommended.
Original video content can be preloaded at the factory. Later updates can be done by replacing a micro-SD card which is hidden behind the player’s removable face graphic. As far as video length is concerned, it’s possible to plan up to several minutes if needed. But shorter lengths in the 15 - 30 seconds range are recommended for frequent usage on battery power. Shorter videos are also more likely to be watched to conclusion by most shoppers.
Pricing for a 2.4” LCD player housed in a plastic case with shelf mounting bracket and custom graphics can be in the range of $45 - $70 depending upon quantity.
Will an investment in POP video pay for itself?
We would say yes if you can use it effectively to improve conversions.
CONSIDERATIONS
1. Are shoppers reluctant to buy because they may think your products are difficult to install? |
Use video to show basic installation steps and how easy they are. |
2. Are your products lost on the shelf, with little or no time spent in your category? |
Use video’s cart-stopping power to rivet attention and extend shopping time, a key metric that is closely related to retail conversions. |
3. Are your products being undercut by opening price point items? |
Make a case for quality by showing how your product saves time, reduces maintenance, improves comfort, lasts longer or otherwise justifies spending a little more |
4. Does your product have a story to tell that just doesn’t “fit” on the package? |
Video can engage shoppers with user testimonials and imagery that connects like no other POP system. |
5. Are you having success with videos in social media? |
Tie into that interest by providing the opportunity to view those videos again in-store. |
If you’d like to explore how the “story telling” advantages of video might enhance your point-of-sale presentation, we’d enjoy sharing ideas with you. Call any of us at Heinzeroth. My direct line is 815-847-7530.
