“Sponsor in Aisle Five!
Shopper marketing may never be the same. Wal-Mart, the largest U.S. retailer, this year led the way with the rollout of its in-store digital network, the Wal-Mart Smart Network. Powered by Internet Protocol Television, content, ads and merchandising can be monitored and controlled down to a single screen. Even as scores of video networks pop up, this represents a new paradigm, offering a level of precision targeting never before seen. Instead of relying on shelf-talkers and end-of-aisle displays to promote products, the Wal-Mart net creates a dynamic, interactive dialogue between marketer and consumer. (While utilizing the latest technology, the network also is a real throwback in terms of customer service, taking shoppers back to a time when the store clerk knew every item and could help the customer make informed decisions on the spot.) Operated by Premier Retail Networks, the network is the result of two years and $10 million in research aimed at the optimal content and placement of screens for engaging consumers at the point-of-purchase. Up and running in 300 stores in time for the holiday season, Wal-Mart anticipates chain-wide deployment (2,700 U.S. outposts) by early 2010.”  -Katy Bachman 

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I just read about two brand campaigns that are using every communication vehicle currently known to man to connect with their target audience. First, Yahoo! is pushing its new branding through their website, establishing a community foundation, a Flickr page, selling t-shirts, and some sort of reality style picture documentary.

Then there’s Ford’s three part campaign to launch the Fiesta that includes a series of work by a celebrity artist, a commercial directed by said artist, an international art contest, a Flickr page, a Facebook page and a blog that ties all the pieces together.

It sounds overwhelming, but it may be very necessary in order to get the message across. Could we use the same tactics inside the store? How many different medium exist inside a retail store that could be maximized and coordinated to reach the shopper?