Wal-Mart rolls out IPTV network for in-store marketing
Wal-Mart Stores Inc. has launched an Internet Protocol TV network that enables it to deliver targeted promotions to customers while they’re shopping in particular departments or standing in check-out lines, Wal-Mart said.
The Wal-Mart Network, which will include more than 100,000 flat panel screens positioned at eye level across Wal-Mart’s chain of U.S. stores, will carry promotional messages targeted at specific consumer groups as well for individual store departments. Displays on aisle endcaps will demonstrate the features of products carried on the endcaps. Wal-Mart operates more than 3,000 stores in the U.S.
Pilot projects have shown the network to positively impact both brand awareness and sales, says Mike Hiatt, director of internal media networks. “In-store media is becoming mainstream,” Hiatt says. “The results of our extensive pilot research prove that targeting relevant programming to strategically important departments moves the needle on both brand awareness and sales while improving the shopper experience. For that reason, we are committed to making the network of the future the network of today.”
The IPTV network is being deployed by PRN Corp., a unit of Paris-based Thomson SA that operates the in-store PRN Network. Other retailer clients of PRN include Best Buy Co. Inc., Albertson’s Inc. and Circuit City Stores Inc.
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