Mirane Presentation 09

ON TI TA EN PR ES E MI RA N – N LO ND O – 20 09 SC

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DIGITAL SIGNAGE AT THE POINT-OF-SALE : Business models that work Examples of business models and ROI

Who is Mirane ? • • •

The French leader in Digital Signage A team of 30, 100% dedicated to Digital Signage Three founding partners : – – –

Cyril Michel (CEO), Laurent Bolzon (Sales and Marketing) Olivier Garosi (R&D)

Software Developments and new technologies Researches

Specialist of infrastructure Management : Purchase, Installation, Maintenance

Advertising digital Agency Digital production, Assistance & Measurement

Mirane and Digital Signage •

« To make the communication and the exchange between the brand and their clients  more efficient »

Captive Marketing

Interact

Participative Marketing

Transact

Image / Sound / Smell

Bluetooth / Mobile Phone (voting, downloading, gaming) Monitoring customer behaviour

Payment by Mobile Phone Electronic voucher Loyalty

Attract

Transactional Marketing

A few clients:

A few clients : brands

International implementations

Algeria Australia Austria Belgium Canada Caribbean Czech Republic Denmark United Kingdom Germany Italy Netherlands Mexico Morocco Russia Spain United States

> 10 000 screens on 5 continents powered by

DIGITAL SIGNAGE AT POS Business models that work

Case study 1: supermarkets •

How Retail Chains benefit from Digital Media:

– Walmart : a prices comparer in the entrance of the store – Géant Casino : a complete RetailTV concept throughout the store – Leclerc : an out of door TV concept on check outs with a captive audience (3000 screens powered by Mirane installed in these three retailers)

Case study 1: supermarket

Three possible objectives : • Create a source of advertising revenue -> € • Increase sales • Modernize Image / enhance value for the brand and the retailer

How to classify audiences? • Mass audience – Public : on the move – Where : public places and transit areas (eg stations, outdoor sites, shopping malls) – Mass audience VS digital signage : • Messages have to be short with a big impact which improves their recall • OTS is strong thanks to a large diverse public audience

• Retail audience – Public : every type of public (fixed, captive, on the move) – Where : at the Point of Sale, in a line, close to the product – Retail audience VS digital signage : • Double impact for the brand between the advertising on the screen and the packaged product • Direct line between the action on the screen and the act of buying of the customer

•

Captive audience – – –

Public : attentive, ideally fixed Where : waiting room / queues Captive audience VS digital signage : • •

Possibility to broadcast longer messages concerning the brand or advertising High content recall

Business models that work : ROI per Audiences in a supermarket Attract

Interact

Captive Marketing

Participative Marketing

Transact Transactional Marketing

AUDIENCES

I N V E S T M E N T

Captive audience at checkout

Mass audience

Retail audience

Third party Advertising

XXX

XXX

XX

XIncrease of sales

0

X

XXX

Image / Brand enhanced

XXX

XX

X

Case study 2: Walmart addressing a mass audience

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Walmart – Bodega Aurrera –

Audience type : mass audience

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Investment : one or two price comparers at the stores entrance. 300 stores equipped

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ROI: provision of real time valuable information to customers showing how Walmart is cheapest among competing supermarkets

Case study 3: Castorama addressing a retail audience

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Castorama (KingFisher Group) –

Audience type : retail audience (aisles)

–

Objectives : to sell advertising, to increase sales, to enhance the retailer’s image

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Characteristics : multichannel TV concept throughout the entire outlet. 30 screens per store. 14 equipped with cameras.

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Image recognition and customer behaviour analysis

Case study 4: Société Générale addressing a captive audience •

Société Générale –

Audience type : captive audience

–

Objectives : Inform about the bank’s own services and financial products, alleviate the negative experience of waiting in a line

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500 branches equipped

Case study 5: BBva Bancomer adressing a captive audience •

Bancomer –

Audience type : captive audience

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Objectives : generate revenues through external advertising and alleviate the negative experience of waiting in line

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1500 branches equipped or planned

Your Keys to a winning business model •

Know your needs. Know your audience

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Work with a one-stop shop partner

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Three possible objectives : – generate revenues, – increase your sales, – enhance your image

•

Any one may justify your investment

m .c o ne ir a .m w w w

CONTACT Mirane Bordeaux

Mirane Paris

16 rue du 8 mai 1945 33150 Cenon Tél.:+33(0)5 57 77 12 15 Fax.:+33(0)5 57 77 34 90

Tour CIT – 3 rue de l’arrivée 75015 Paris Tél.:+33(0)1 43 35 02 81 Fax.:+33(0)1 40 47 85 14