RedPost/Retail market research: the setup
As briefly mentioned before, tomorrow marks the start of our one month test market of the effect of digital signs on retail. We have 3 digital signs (1 37″ TV, 1 42″ HP and one 19″ RedPost/Sign) located throughout BetterWorld Books’ Goshen retail store, 2 indoor and 1 facing the street:
Each Sign is playing the same content, with the posters formatted in both 4:3 and 16:9 ratio. They developed a series of 8 posters that accomplish three goals:
- let customers know about things the bookstore does that aren’t well known (accept book donations, sell both new and used books, order books they don’t have in stock, and buy/sell textbooks)
- promote specials at the store (the basement sale going on over the next two weeks, the bargain room, and the popular kids section)
- build the bookstore’s brand (advertise for First Fridays, promote the green aspects of book donation, tout the large inventory in-store and in their warehouse)
Here are the posters. Note that at most they have 15 words, use bright colors to attract attention and simple visuals to communicate the message. Each posters displays for 10 seconds:
How we’ll measure the result: we’ll compare last year’s sales for July to this year’s. We’ll also compare book donations, bargain room sales and kid’s corner sales year over year to see if there’s an improvement.
