WHAT’S TRENDING
London-based department store Harrods has implemented a multi-million dollar renovation as part of their next in-store advertising strategy to more effectively reach and educate their affluent consumers while their shopping in store.
Following the renovations, the well-known department store now features 150 video screens as well as two 16-foot video tower screens that luxury brands have been utilizing for engaging in-store advertising video as well as campaign photos. Luxury brands such as Michael Kors, Marc Jacobs and Dolce & Gabbana have already taken advantage of the unique opportunity.
Digital media wall ads are replayed every 3 minutes and reach approximately 28,000 people per two weeks, according to Harrods Media.
These digital media walls reach consumers as they head upstairs into the various fashion departments.
Displaying an ad for 28 days that rotates between all of the large digital media walls will cost a brand $27,239.
While its extremely necessary to have a strong digital presence and strategy, it’s essential that we don’t forget about merging digital into real world experiences.
Even though a majority of consumers’ time is spent in a virtual world, there is still an opportunity to capture shoppers while they are in a buying frame of mind and looking to spend money.
Dalia Strum teaches SXF 120: Blogging Smarts for Business.