CHALLENGES OF THE IN-STORE ENVIRONMENT

THE PROBLEM

• Competition for shoppers’ attention• Retailers need to be more responsive to changing shopper buying

patterns – more dynamic• Poorly mounted PoP material• Promotions need to be executed on time – or lose revenue• At-shelf advertising needs to be brought to life to support major

campaigns (eg to support Magazine, TV)• Own-brands need to compete better with CPG brands• Conventional PoP can’t be changed, suspended or deactivated

INFLUENCING SHOPPER DECISIONSAT-SHELF SELLING IS KEY

• 76% of purchase decisions are made at the shelf-edge (POPAI)

• 60% of Brand (switch) decisions are made at the shelf-edge (MZ)

• 58% Shoppers state they are buying more on promotion since the start of 2012 (IDG)

• The2013 (H1) retail landscape:

• Shoppers have ‘Entrenched low price expectation now they have acclimatised to Austerity’ (RetailWeek/Kurt Salmon)

• Multi-channel retailing is now important business driver: MD magazines, stores, on-line, mobile, coupons etc.

PROVEN SALES UPLIFTTHE NEW APPROACH TO INCREASING PROMOTION SALES

Conventional PoP is wastefuland has relatively low impact

In-store TV is awkward to install, inflexible, expensive and delivers a diluted message- 3% attention increase

MD Promotions are low TCO, long-life and generate higher sales (typically 25% - 75% increase) – potentially much more

• One Display per category, per promotion cycle:• …the most effective ‘Category Killer’

PROVEN SALES UPLIFT

THE NEW APPROACH TO INCREASING PROMOTION SALES

• At-shelf re-enforcement for all forms of public advertising• Natural extension to TV Ads: 90”, 60”. 30” … Motion Display

Animation

PROVEN SALES UPLIFT

THE NEW APPROACH TO INCREASING PROMOTION SALES

Carlsberg 2013: The Crate Escape

• Standard Displays – XO Concept - multi-use / multi-function & for pilots

• Medium 184x44 - Exchangeable Overlay• Mini 104x38 - Exchangeable Overlay• CR A4 Checkout / Cash Register Display• … Others

FUNCTION-SPECIFIC OR MULTI-PURPOSE

THE PRODUCT RANGE

• Customer Specials - Bespoke

• FO Fixed Overlay – Customised unit(any shape, any size, any animation)

38mm

104mm

44mm

184mm

MULTI-USE + MULTI-FUNCTION DISPLAYS

XO EXCHANGEABLE OVERLAY

+Overlay

Motion Display

MULTI-USE + MULTI-FUNCTION DISPLAYS

XO EXCHANGEABLE OVERLAY

Press a button on the rear of the display to switch the animations.

Animation 1: NEW

Animation 2: Arrow plus Circle

Animation 3: Arrow

Animation 4: Circle

Animation : 6 PURE (ON/OFF)

Colgate Overlay

HUGGIES Overlay

TOBLERONE Overlay

Gillette Overlay

Coca Cola

Can work with any overlays

Animation 5: Nyhet

(1) Overlay

(2) EPD (E-Paper Display, including E-Paper, controller and

batteries)

(3) Plastic extrusion

38mm

104,5mm

MINI XOMULTI-USE + MULTI-FUNCTION DISPLAYS

5 ANIMATION OPTIONS

MINI XO

11

Animation 10

Animation 9Animation 8

Animation 6 Animation 7

ICA STANDARD RANGE9 DEDICATED DISPLAYS

Advertised product(Annonsvara)

Loyalty card product(Kortvara)

New product (Nyhet)

Now(Passa på)

Organic(Ekologisk)

Gluten-free(Glutenfritt)

Lactose-free(Laktosfritt)

The staff recommends (Personalen rekommenderar)

Multi price X for Y(Multipris)

SMART SEGMENT EXAMPLEEPAPER – ‘INK IN MOTION’

• Motion Display – have unrivalled experience in this sector

• Motion Display have taken the core advantages of e-ink technology:• low cost, visibility, bi-stability…

• … and added unique technical enhancements for retail:• Hardware Controllers & software suite• Screen management & transition capabilities• Smart Segment design • Optimised Power management• Integration capability• Technology & Product Roadmaps

WHAT MAKES MD UNIQUE?

MOTION DISPLAY – EXTRAORDINARY SOLUTION PROVIDERS

Long-lifeLow-costHigh ROI impact

ITS ALL ABOUT SALES!

THE BENEFITS

• Sales performance improvement• Brand endorsement • Tactical promo activation-deactivation • Product information and consumer interaction• Multi-Channel synchronisation

• Product (KVI or signature products)• Own-brand + margin improvement• Promotions• Cyclical promotions (eg USA Promo cycles)• Wastage reduction: end of line clearance

• National TV ad support (trade funds)• Brand promotion compliance

• Linked to demand• Week-end/weekday, lunch-offer. Convenience hour promos• Linked to competitor activity • Labour-saving

• Competition • Eco / Organic-Bio / ‘free from’ / Key features / locally sourced• QR Code-NFC-MVS – Shopper Interaction

• Synchronise offers: • Magazines• On-line• In-store• Mobile• Coupon / Groupon

Early test with attention grabbing displays. ICA Cola (own brand)sold out in one day (picture from ICA Sävja, Uppsala, Sweden)

INNOVATIVE DISPLAY

EXTRAORDINARY IMPACT

• Shelf-strip• AdBar®

(Checkout separator)• … more!

A COMPREHENSIVE PAPER-REPLACEMENT SOLUTION THROUGHOUT THE STORE

OTHER RETAIL APPLICATIONS

E-Ink animated area

14”

1.5”/ 1.75” / 2”

UNLIMITED APPLICATIONS

OTHER RETAIL EXAMPLES

• Products:• Standard Displays with exchangeable overlays• Standard Displays with custom overlays• Retailer Range• Fully customised solutions…

• Retailer & Brand Customised Solution Service:• Display design

• Customised or multi-use• Display integration (comms)• Project / campaign management

• OEM• ESL integration

SUMMARY

PRODUCTS & SERVICES

• Case studies• Technology

BACKUP SLIDES

• Analysis of consumer impact on Sales • Motion Display vs. control data

– Two product categories:• High frequency, low choice (ie: milk)• Selective (ie: tinned tomatoes)• Different animations (ie: attention grabber & bio-organic)

• Formal research project by School of Economics • Over 3,000 observations, questionnaires, eye-tracking & interviews –

formal statistical analysis– Next Steps: ICA linking promotions to monthly promo magazine– ICA Project white paper available on request

CASE STUDY 1 – ICA SWEDEN

• High frequency / low choice category product (ie Milk)

CASE STUDY 1 – ICA SWEDEN - RESULTS

24% Sales Increase

• Selective Category Product (ie: tinned tomatoes)

CASE STUDY 1 – ICA SWEDEN - RESULTS

64% Sales Increase

• Customer interaction more than doubled

CASE STUDY 2 - ADIDAS

Variable Motion Display exposure

Regular exposure

Difference Increase Significance

Pass 100 % (n=163) 100 % (n=165) - - -

Watch 37.4% (n=61) 24.2% (n=40) 13.2% 54.5% 0.01**

Stop 30.7% (n=50) 15.8% (n=26) 14.9% 94.3% 0.001***

Examine 20.2% (n=33) 9.1% (n=15) 11.1% 122.0% 0.004***

** Significant on a 5 %-level, *** Significant on a 1 %-level

• Increase in awareness and take-up of mySPAR application over conventional launch

CASE STUDY 3 – SPAR MOBILE APP

CONSUMER ‘EDUCATION’

OTHER PROJECTS

NISA - COORS

ASDA – COCA-COLA

• Tesco – Kraft• Asda – Pernod & Coca-Cola• One Stop – Red Bull• Shell – Coke• Bacardi & Eristoff

OTHER INSTALLATIONS

E-INK – ‘INK IN MOTION’

0v 0v +v +v 0v 0v 0v

• X and O achieved with just 3 segments

SMART SEGMENTS

B + C

A + C

MOTION DISPLAY Shelf-strip - Retail Media

E-Ink animated area

E-Ink animated area

E-Ink animated area

E-Ink animated area

1.5”/ 1.75” / 2”

3”

7”

10”

14”

1.5”/ 1.75” / 2”

1.5”/ 1.75” / 2”

1.5”/ 1.75” / 2”

BRAND SPECIFIC

PRODUCT OPTIONS – SOME EXAMPLES

FOR XO MINI DISPLAYS

FITTINGS

Removal Tool: 860891

HL Slimline adapter:

• HS: 0046mm 853850• HN: 0068mm 853846• HNA: 0093mm 853845• (other sizes cut to order)