The screen is the right price for the market. It’s lightweight and can mount anywhere. It’s a great product for independent retailers. Paul Cheema Independent Retailer The challenge: Marketing in small retail stores Independent retailer Rav Garcha runs five NISA- branded convenience stores in the midlands and another NISA store in Shrewsbury, Hampshire. He wants to add SMART TV screens to his stores to bring a fresh approach to in-store marketing. As well as details of current offers, Rav wants to display information about events in the local area, using the screen to both drive sales and provide useful community information to his customers. Rav needs a display that’s reliable, can be left running for long periods of time and is easy to update with new content. Fellow independent retailer Paul Cheema, who runs Malcolm’s-branded stores in Coventry and a forecourt shop and convenience store in Birmingham, has similar requirements to Rav, although he wants to display live TV content alongside in-store offers and advertising. The solution: Samsung SMART Signage TV Rav and Paul both opted for a 48” Samsung SMART Signage TV – the RM48D – which has exceptional image quality, comes with an included mount and is designed to run continuously for up to 16 hours a day, even in challenging conditions, such as high temperature, high humidity environments. The customer Two independent retailers with a range of small convenience stores. The challenge To provide a flexible, simple to operate method of using an in-store display to market to customers while they are shopping. Samsung products and services • RM48D SMART Signage TV • MagicInfo Express Content Creator Software • MagicInfo Smartphone app • Free 3-year professional warranty as standard Benefits • Flexible, professional display with options such as split screen modes and combining live TV with in-store promotions • Clear crisp images, vivid colours • Reliable, even when operated 16 hours non-stop daily Enabling independent retail innovation Samsung Case Study: Independent retailers
Transcript
The screen is the right price for the market. It’s lightweight and can mount anywhere. It’s a great product for independent retailers.
Paul CheemaIndependent Retailer
The challenge:Marketing in small retail storesIndependent retailer Rav Garcha runs five NISA-branded convenience stores in the midlands and another NISA store in Shrewsbury, Hampshire. He wants to add SMART TV screens to his stores to bring a fresh approach to in-store marketing. As well as details of current offers, Rav wants to display information about events in the local area, using the screen to both drive sales and provide useful community information to his customers. Rav needs a display that’s reliable, can be left running for long periods of time and is easy to update with new content.
Fellow independent retailer Paul Cheema, who runs Malcolm’s-branded stores in Coventry and a forecourt shop and convenience store in Birmingham, has similar requirements to Rav, although he wants to display live TV content alongside in-store offers and advertising.
The solution:Samsung SMART Signage TVRav and Paul both opted for a 48” Samsung SMART Signage TV – the RM48D – which has exceptional image quality, comes with an included mount and is designed to run continuously for up to 16 hours a day, even in challenging conditions, such as high temperature, high humidity environments.
The customerTwo independent retailers with a range of small
convenience stores.
The challengeTo provide a flexible, simple to operate method of
using an in-store display to market to customers
while they are shopping.
Samsung products and services• RM48D SMART Signage TV
• MagicInfo Express Content Creator Software
• MagicInfo Smartphone app
• Free 3-year professional warranty as standard
Benefits• Flexible, professional display with options such
as split screen modes and combining live TV with
in-store promotions
• Clear crisp images, vivid colours
• Reliable, even when operated 16 hours non-stop
daily
Enabling independent retail innovationSamsung
Case Study: Independent retailers
If a shop is near a school, you can change what’s on screen depending on the time of the school rush and what the consumer is looking for at that time.
Rav Garcha, Independent Retailer
Samsung SMART Signage TVs provide straightforward tools for creating, editing and scheduling content to be displayed in-store, enabling retailers to easily adapt and update in-store promotions whenever required.
Rav believes independent retailers are well placed to capitalise on the flexibility provided by Samsung’s SMART Signage TVs: “It’s an hour-by-hour business that changes according to what the trade is at that time,” he comments. “So if a shop is near a school, for example, you can change what’s on screen depending on the time of the school rush and what the consumer is looking for at that time.”
A lot of the promotional content Rav puts on screen tends to centre on national events: “When it was Pancake Day, we promoted it with messages on the TV, including a list of the ingredients for a pancake and how they are all on offer in store.”
“Next it’s Mother’s Day, then it’s St Patrick’s Day and then Chinese New Year, Easter, and on it goes,” he says. “Between events, we promote more ad hoc offers. We’re also taking snapshots from our Facebook and Twitter feeds to help drive interactions on social media.”
Meanwhile, Paul is using his screen to run Sky News alongside promotional and advertising messages. As he explains: “We put Sky News on one side of the screen with our logo underneath, and also have two slots of rotating adverts, including in-store deals. We devised a layout that puts our promotions in front of customers in store and ties in with promotional literature we have going through their doors.”
Both Rav and Paul’s approach to the sales messaging for their TVs is also informed by a
desire to offer something genuinely useful to customers. “People want information, especially related to the local community – they want to know the weather, the local traffic, local events, what people are doing etc, and we can use the TV to provide this information to our customers, so it’s not always about selling to them,” explains Rav.
Samsung provides a range of options for creating and scheduling content for SMART Signage TV displays, including Content Creator software and the MagicInfo Express Smartphone/tablet app, both of which offer a series of easy to customise templates. “I’m impressed by how you create content,” says Rav. “For me, a laptop works best – you need to spend a bit of time understanding how best to lay out the content but it’s not hugely complex. It’s really about having a look through the templates and finding the one you want, based on the campaign. You’re spoilt for choice with the number of templates provided.”
The results:Innovative customer engagementFollowing the installation of his first Samsung SMART Signage TV, Rav is now planning to extend the use of SMART Signage to his other stores. “We’re planning on installing SMART TVs across our network of stores. Rather than spending thousands on adverts in newspapers and magazines, we are buying assets we can immediately utilise and see results.”
Paul is similarly impressed with his screen, and, like Rav, plans to roll out the introduction of additional Samsung SMART Signage TVs to the rest of his stores. “The screen is the right price for the market,” he says. “It’s lightweight and can mount anywhere. It’s a great product for independent retailers.”
