Bangkok--26 Jan--Spark Communications
Dunnhumby, a leader in in-store marketing, has reported in-store media growth at Tesco Lotus of 25 per cent for 2015.
Dunnhumby created over 460 in-store campaigns at Tesco Lotus last year and their campaigns represented 140 brands with the major interest coming from FMCG clients. Other segments focusing on in-store media are automotive, banking, real estate and mobile phone operators.
Utilising a blend of innovative campaigns and digital engagement programmes, dunnhumby has created strong interest for in-store advertising as the first measurable media in Thailand.
"We continue to see an increase in FMCG brands putting more investment into in-store media throughout the Tesco Lotus network. They see the opportunity to create a platform that directly engages with their consumers and the results can be quantified for each product line.
"This allows marketing opportunities to enhance or adjust campaigns to maximize results base on customer wants and needs," said Teeradet Dumrongbhalasirt, Head of Connect Media, dunnhumby Thailand.
The key attractions of in-store media are that marketeers can help to navigate customers to the right products and their locations, to help engage customers to make repeat purchases and, lastly, to help to educate customers which leads to enhanced brand loyalty and hence better sales in the long term.
A major factor in the increase in growth is the penetration of smartphone usage throughout Thailand. The increase into smartphones access resulted in clearly defined new channels to advertise in-store marketing.