Streaming content shown on the screens will be tailored for each Xtra Mart location to best reach its demographic.
Xtra Mart has partnered with GoGo Cast Inc., a Dynamic Digital Out of Home (DOOH) media networks provider, to install high definition Go-Screen’s in 150 Xtra Mart stores throughout Maine, New Hampshire, Rhode Island, Massachusetts, Connecticut, New York, Pennsylvania and Maryland, by the end of the second quarter of 2011.
GoGo Cast’s digital sign and advertising solution is expected to aid Xtra Mart convenience stores in engaging customers with significant and useful information. Xtra Mart plans to use GoGo Cast’s exclusive customer and location data to create streaming content that is tailored for each of their locations. This solution gives Xtra Mart and their suppliers the ability to reach a captive in-store audience by delivering practical and effective messages at precisely the right time to help influence buying decisions directly at the point of purchase. Based on several convenience store installations, Xtra Mart is expected to see a significant increase in sales for products advertised on the screens.
“We’ve looked into digital signage in the past, but we were unable to find the technology that would supply meaningful and informative content to our customers while giving our vendors the opportunity to communicate directly with the consumers of their products,” said Rob Corona, director of purchasing at Xtra Mart. “GoGo Cast has really done their research. This innovative program will not only enhance our customer’s shopping experience, it will also build our customer loyalty and brand awareness.”
For shoppers, the content not only enhances the store experience by supplying weather, traffic and local news, but also helps them make smart purchasing decisions and be aware of sale prices and special promotions. For advertisers, the network provides an additional opportunity to highlight key selling points, complementing traditional point-of-purchase advertising. Content is dynamically delivered through GoGo Cast’s high definition Go-Screen’s in key store locations within each store.
“GoGo Cast is excited to launch a new and exclusive in-store program for Xtra Mart and their vendors,” said David Paolo, president and CEO of GoGO Cast. “Having the ability to provide this narrowcasting tool to convenience stores like Xtra Mart, has really proven to be a valuable asset for retailers and brands alike for its effectiveness in reaching a critical mass of qualified buyers,” Paolo concluded.