smm

Directing Shoppers Down the Aisle

April, 2011

aisle-imgNEW YORK – Brands using StoreBoard Media’s in-store billboard network can now have a red “Category Circle” added to the security pedestal ads located at store entrances. The circles carry a “Find in Aisle…” message that directs shoppers to the particular aisle where the brand’s product is stocked.

StoreBoard Media, which operates the security pedestal ads at such drugstore chains as CVS/pharmacy, Rite Aid and Duane Reade, rolled out the enhancement in December. It is available to advertisers at an extra cost.

“Everybody is trying to come up with a personalized way of reaching consumers in a way that makes the store special,” says Doug Leeds, StoreBoard Media’s chief executive officer. “It’s very helpful to know, when you see an ad, where you’ll find [the product].”

The logistics are handled by StoreBoard’s field personnel, who install the ads – either full covers (at Rite Aid and Duane Reade) or framed posters (at CVS) – and affix the pressure-sensitive vinyl circles.