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How a Popular FMCG Company Optimized Advertisements to Increase Sales
The Client
An FMCG (Fast-Moving Consumer Goods) giant having a pan-India presence, particularly in the metro cities and Tier-I cities of India. Their products fall under a large bracket starting from packaged foods to home care and cosmetics.
The Challenge
The FMCG company wanted to increase their visibility of their products for their retail customers. However, owing to the sheer variety of products that the company was hoping to advertise, it was simply impractical to go with the print media advertisement. That is why they decided to take a step towards digital signage.
The FMCG company wanted to deploy a software for digital signage that will be capable of effectively playing visually-attractive product advertisements across a network of over 1000+ screens spanning different geographical locations throughout India.
The Solution
After an in-depth study of the user's requirements, Pickcel deployed the retail digital signage solution and added it to a network of 1500 digital signage displays in several small retail outlets comprising of grocery & medical stores.
The software for digital signage was managing a screen network spread across six cities of India- Bangalore, Chennai, Mumbai, Pune, Kolkata, and Hyderabad.
Pickcel's digital signage solution successfully solved the user's two major pain-points— advertisement and business analytics.
Smooth publishing of contents through advance digital signage CMS
To streamline operations, the digital signage display devices were dynamically grouped based on tags such as location, city, and store type. Campaigns were published programmatically based on these tags. As per the display tags, specific creatives for the campaigns were published on the displays on a real-time basis.
Software for digital signage generating reports
Pickcel also built a comprehensive dashboard within the retail digital signage software to track downtime, network connectivity, and content synchronization. City-wise operational reports were generated on a daily basis, which was sent to the designated stakeholders through an automated email.
Apart from these reports, alerts were configured to take care of any emergencies like display downtime for more than 48 hrs.
City and store-wise impressions and related campaign analytics were also captured in the dashboard along with exhaustive reports for monitoring business functions.
Key Benefits
- A Centralized Content Management System: Pickcel managed, monitored, and published all the contents for the retail digital signage network from Bangalore.
- Scalability: Pickcel's retail digital signage software being highly scalable could effortlessly manage a network of 1500 screens in 6 different cities.
The Outcome
The digital signage displays were placed strategically to ensure maximum ad visibility and influence customers' purchasing decisions. After deploying Pickcel's retail digital signage software, there was a remarkable upsurge in the FMCG company's product sales. This case study served as a perfect example to understand the importance of digital signage in retail.
