I-CATCHER® - Leveraging Brands In-store
The store shelves of large mass retailers have become a battleground for national brand advertisers, who find themselves competing on price with cheaper house brands right at the point where consumers make their buying decision.
The real test of consumer commitment to the value propositions of established brands happens right there - the true "brand last mile."
A new Digital Media Network solution, developed by Design Vision, offers national brand players, as well as other vendors and the retailers themselves, the means to bridge the marketing gap and compete effectively, right in the aisles.
I-CATCHER® is designed to deliver what can be a "value-oriented" mix of event, promotion, brand and community content right to consumers in the store, using multimedia displays. By making in-store messaging truly eye-catching, and easy to use as part of the shopping process, the I-CATCHER® solution makes it simpler for the consumer to find and take advantage of value in stores.
Brand equity, the measure of brand strength, is normally split between functional and emotional attributes. The brand message traditionally is most effectively and powerfully delivered using television. I-CATCHER® - a system based on years of research and retail design and media experience - is ideal for delivering broadcast-based value messaging to the consumer right in store.
It also gives branded vendors, and others, a more effective channel to promote by bringing real-time control to the consumer communication process. Using low cost, tiny and extremely reliable "information appliance" technology, I-CATCHER® is managed entirely off-site using a sophisticated, automated SQL database for scheduling.
Multimedia marketing assets, from made-for-TV ad spots to custom rich-media POP messaging, can be displayed on anything from small LCDs to large gas plasma and holographic screens. Despite the technical wizardry, there is no human intervention at store level in execution of the communication strategy.
The total I-CATCHER® business model is built around optimizing store performance - for retailers, vendors, and consumers. Based on years of research and retail experience, the tough, smart and cost effective I-CATCHER® system now makes it possible to reinforce brand values right in retail.
I-CATCHER® - already out in the field - and coming soon to a store near to you.
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