Bottleshops get into digital era
Ever been to your local Bottle-O and couldn’t decide what to buy? A six-pack from a local microbrewery? A bottle of Pinot Grigio from an obscure Italian province?
More than 250 bottleshops across Australia are now using a new digital advertising system created by digital signage group Moving Tactics.
And the company has won support from the Australian Liquor Stores Association as an exclusive supplier of in-store digital media, with the screens apparently already helping in a 28 percent sales lift in bottleshops.
According to Moving Tactics, about 70 percent of all purchase decisions are made in store and this is where brands need to be recognised at this point.
Chains that are currently involved in using the system include Cellarbrations, Bottle-O, Porters, Thirsty Camel and Red Bottle stores.
Moving Tactic’s digital signage uses a web-based content management system, providing the retailers and advertisers with the ability to place their own content, including videos, images and text onto digital screens in remote locations around Australia.
Called ‘Research Hubs’ by Moving Tactics, the system also collects sales data from stores, which measures the effectiveness of the ads and promotions.
Red Bottle’s Dennis Donnelley says, “It keeps customers up to speed with current deals and promotions and we have also noticed it has helped turn single purchasers into multiple purchases. We treat it as our silent salesperson.”
Daniel Geurs, sales director of Moving Tactics, says, “The integration of this technology allows us to better capture the attention of shoppers while culminating in a lower cost, more reliable, timely and cost effective advertising medium.”
Newspup hasn’t seen these puppies in action yet, so will have to keep a keen eye open next time the Bottle-O is out of Woodstock and Cola!