Strong product content provides for numerous possibilities when developing a multi channel strategy. In fact product content is essential consideration in delivering an effective multi channel strategy.
Mobile platforms require clean and structured data for good usability. Customer service staff need good information when advising customers over the phone. And print requires good imagery, photography and spec data to communicate products in catalogue. Multi channel product content is essential for any forward thinking retailer.
However one area that is rarely done well is communicating product content in store. Various attempts at using kiosks have failed due to technology, maintenance and usage issues. And equipping store staff with content at their finger tips requires technology, logistics and training.
One solution that is being done well by a number of companies is that of extended shelf edge labels. Larger shelf edge labels provide the means to display such things as:
- Brief selling copy
- Summary of key specs
- Review rating numbers
- QR codes for more information
- Cross sell pointers.
This has been done well by Best Buy in the USA and by Harris Farm in Australia.
SignIQ in Australia is leading the way when it comes to making use of this extended digital content in physical channels. SKUvantage is collaborating with SignIQ on several of our current projects.
With SignIQ’s technology, and SKUvantage data, the key messages can be easily printed in a store and communicated to customers. This can be particularly important for large products where manipulating the item to read the packaging is cumbersome, or for a large basket shopping missions where reading every label would be time consuming.
Extended shelf edge labelling can be used to identify foods at a glance as Kosher, gluten free, containing peanuts etc., or highlighting the top features of electronics and other non food products. This all drives customer satisfaction and convenience, and so makes your store a better place to shop. Best Buy wouldn’t be printing all that paper if it didn’t provide a return.