Dunnhumby Ltd, a British customer science firm owned by the Tesco retail chain, plans to broaden its in-store media operations to cover all Tesco Lotus stores in Thailand after VGI Global Media’s contract expires at year-end.
Teeradet: Focus on in-store media
The move means Dunnhumby will provide i nstore media in every Tesco Lotus format star ting next January.
The stores include 116 hypermarkets, 14 Extra stores, 36 department stores, 187 Talad outlets and 1,437 Express locations.
“This change will enable brands to get closer to 12 million customers at the point of sale,” said Teeradet Dumrongbhalasitr, head of retail media at Dunnhumby (Thailand).
He said the company was also eyeing an expansion into in-store media at other non-Tesco retailers in the next two years.
Dunnhumby yesterday introduced the inventive new Connect Media, which provides interactive displays, digital shelf-life read-outs and augmented reality.
The tool is i ntended to enhance the customer experience, improve brand impact and drive buying decisions.
Mr Teeradet said the company had invested 200 million baht in the new media.
Shoppers tend to make impulse decisions at the shelf, while purchases of personal and essential products such as alcoholic drinks and powdered milk are planned beforehand, he said. A Dunnhumby study showed 76% of consumers made in-store decisions. Once they see an advertisement at the point of sale, 80% will change brands.