Thierry Gadou, Chairman and CEO, SES-imagotag

Optimizing the entire consumer goods-retail chain

How can brands leverage digital labels to improve the in-store experience?

THANKS TO OUR VUSION PLATFORM, EACH BRAND CAN DEFINE AND PLAN DIGITAL CAMPAIGNS THAT WILL APPEAR ON DIGITAL LABELS IN STORES

The new Retail IoT Cloud platform will help FMCG brands, retailers and manufacturers communicate directly inside stores. We asked Thierry Gadou to tell us more about his company’s work in this field.

SES-imagotag is the global leader in digital solutions for physical retail and electronic shelf labels (ESLs), which are not only a simple price automation tool, but a key enabler to the ongoing Retail IoT revolution. SES-imagotag allows retailers to connect and digitise their physical stores, automate low-value-added processes, improve operational efficiency, inform and serve customers; ensure information integrity to continuously optimise on-hand inventory, prevent stock-outs and create an omnichannel service platform that builds loyalty and meets evolving consumer expectations. SES-imagotag has equipped over 20,000 stores totalling 200 million electronic shelf labels in more than 60 countries. In this context, we are proud to introduce a new programmatic advertising solution at this year’s TCG Summit, called AdShelf.

What are the benefits of AdShelf?
Thanks to our VUSION platform, each brand can define and plan digital campaigns that will appear on digital labels in stores. The campaigns are as flexible as digital advertising campaigns displayed on social media and search results, but appear in front of each product, at the moment of purchase. This is why we call AdShelf a programmatic tool. We have recorded a significant uplift generated by AdShelf campaigns, and we provide reporting tools to help brands monitor their success.

What would you say to brands who want to increase in-store visibility?
Visibility campaigns are long term focused: they highlight features chosen by each brand to help them stand out and convince shoppers. Brands also have the ability to interact with them through smartphone interactions (QR Code/NFC). Shoppers will then have access to rich content, more information, customer reviews, videos and much more. On top of that, brands can sponsor the use of bigger labels or animated displays to ensure maximum visibility.

Can brands also leverage this new communications channel for product launches or targeted campaigns?
Yes, AdShelf is also designed to support short campaigns such as product launches, contests and other marketing events. In that case the product label is supplemented with big displays at the entrance of the product’s category corner or aisle to catch the shopper’s attention. Through consistent messages and coherent displays along the shopper’s journey, AdShelf makes campaigns very impactful.