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Evolving in-store digital media networks - Woolworths Rosebank

One Digital Media (ODM) has been working with Woolworths over the last several years to enhance their in-store digital media network. The network has been growing in size and diversity with the ODM team implementing the media network in the majority of the South African Woolworths stores. This media-rich network is now evolving into a state-of-the-art communication channel.
Recently the Association for Retail Environments (ARE) awarded Woolworths' flagship Waterstone store in Somerset West the Grand Prize for Design in the Supermarket/Grocery category. Late last year the R930m Rosebank Mall refurbishment was concluded with the Woolworths launch, where ODM designed and installed key digital communication points, video walls and large format LED displays.

The exciting Rosebank Woolworths store was launched in September 2014 and is proving to be quite a talking point with shoppers at the mall. The screens and digital communication points in the store are as much about supporting the creation of a modern, fashionable, on-trend, inspirational and engaging shopping environment as they are about contributing to the overall marketing objectives and marketability of products in the store.

Andrew Ridl (ODM CEO) stresses the importance of keeping up with the 'new age' shopper who is technology-savvy and excited about in-store media evolution, be it technology embedded in what we wear ('wearables') to brands using technology to create shopper connections that would otherwise be impossible in a hyper-connected world. As Brian de Haaff pointed out, "Customers have access to instant information, are empowered to share their opinions about products and services, and have more alternatives than ever before. Continue to ignore this and you may become irrelevant." It is a concept that ODM is familiar with as the company endeavours to reach the choice-rich, time-poor customers of today. Andrew also pointed out that it is also incredibly exciting to work in a space where the Millennials are starting to influence store design.

It has been fantastic working with the Woolworths team and although ODM gets a lot of accolades from shoppers due to the technology, most of the credit obviously resides with the Store Designers. They are the forward-thinking innovators who support the inevitably of technology evolution in-store.

2 Mar 2015 12:03