20% Sales Uplift From In-Store Digital Media
Adrian J Cotterill, Editor-in-Chief
It’s not at all surprising that research has found in-store digital media in pharmacies has resulted in a 20% sales increase BUT it’s always nice that someone does the research and publishes the results.
Prime Digital Media (PDM) and Sigma (ASX:SIP) today released the results of month long research into the Wellbeing Network about the effects of digital media advertising in Australian pharmacies.
The Wellbeing Network is the largest centrally-managed out-of-home digital ‘Well being’ network in Australia, spread over 250 stores. The network consists of LCD screens and touch-screen kiosks across three pharmacy brand channels – Amcal, Guardian and Blooms.
Though the audience is predominantly female (73%) the network offers advertisers 3.6 million opportunities to see (OTS) per month.
The combined research work by Galaxy Research and Sigma audited point-of-sale data, compared two products (Hydralyte and Blackmores Women’s Vitality) in four pharmacies year-on-year, month-on-month and like-for-like stores.
Key results from the research showed: –
- In-store advertising increases sales by up to 20% on the previous month where no advertising was shown
- In store advertising increased sales for the same month over the previous year
- In-store advertising not only reversed the decline in sales for the previous year but increased sales by a minimum of 55%
MEDIA RELEASE – PDM and Sigma announce 20% sales increase using in-store digital media network
PDM and Sigma (Code:SIP) today announced research results demonstrating the effectiveness of the Wellbeing in-store out-of-home digital media network. The research shows a sales increase of up to 20% against comparable stores who do not display the digital media advertising.
The month-long research combining work by Galaxy Research and Sigma audited point-of-sale data, compared two products (Hydralyte and Blackmores Women’s Vitality) in four pharmacies year-on-year, month-on-month and like-for-like stores.
The pharmacies selected to carry out the research were spread geographically across Australia. No additional point-of-sale promotions or catalogues were placed in the pharmacies for the two products participating in the research.
David Spaulding, CEO, Hydration Pharmaceuticals says: “We have been trialling our latest Hydralyte campaign in-store at four Sigma pharmacies on PDM’s Wellbeing Network for the past two months. We are impressed with the impact this has had on customers. The increase in sales of Hydralyte in the participating pharmacies is 20% greater than non-participating pharmacies for the same period.”
Elmo de Alwis, CEO, Sigma Pharmaceuticals, says: “I am delighted that our innovative retail strategy lead us to introduce digital media into Sigma’s leading pharmacies as it is driving increased sales in store and for suppliers. We have shown that the combination of best-in-market centrally managed digital media and interactive health information is creating a unique shopping environment and consumer experience in our Sigma aligned pharmacies. Working with PDM, Sigma anticipates continuing the expansion of this network in the very near future”.
Sigma and PDM are amongst the first companies in Australia to release tangible research about the effects of digital media advertising in Australian pharmacies.
Jon Marshall, PDM, Wellbeing Network Manager says: “PDM are pleased with our recent research findings carried out in the Sigma pharmacies. There is now a strong body of evidence from numerous studies both in Australia and internationally that support the media platform as a valid and effective way of engaging consumers at point-of-purchase. We can prove that pharmacy visitors are seeing the screens, recalling the advertising and responding to the messages.”
PDM’s Wellbeing network is featured across Sigma pharmacies Australia-wide.
ABOUT PDM
Prime Digital Media (PDM) is Australia’s leading provider of out-of-home digital (OOHD) media. The company provide retailers and marketers with innovative ways to target and engage the new, media-savvy consumer. PDM control Australia’s largest, centrally managed out-of-home digital network, delivering dynamic, relevant, visually appealing messages to retail environments via plasma and LCD screens. The company’s in-store retail networks showcase The Home Electronics Network, The Lifestyle Network and The Wellbeing Network. Clients include Retravision, Boost Juice, Amcal, Guardian and Blooms. PDM centrally manage and produce content for Telstra’s in-store ‘T-shop’ retail network, TelstraTV. Fireback Digital, PDM’s in-house creative studio, produce the most out-of-home digital content in Australia and have collected the most awards for doing so. www.primedigitalmedia.com
ABOUT SIGMA PHARMACEUTICALS LIMITED
Sigma Pharmaceuticals Limited (Sigma) is a leading manufacturer and marketer of prescription, over-the-counter and generic pharmaceutical products, a leading wholesale and distribution business to pharmacy and owner of some of Australia’s largest pharmacy banner brands: Amcal and Guardian, in addition to the new Amcal Max brand. Sigma is listed on the Australian Stock Exchange and in 2006 / 07 had annual sales of $2.7billion and an annual net profit after tax of $104.6 million. www.sigmaco.com.au
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