Transforming retail In-Store Media Network Operations
Over a decade ago, major retailers began a transformation from in-store print signage to in-store digital video signage. Delivering content on digital screens was more affordable and it allowed retailers to update their marketing campaigns more often. An in-store digital network also provided an opportunity for brands to buy screen time, on in-store displays, to showcase products they were selling at the store.
The in-store media network broadcasts content to customers on screens scattered throughout the store – capturing customers' attention while they shop. All of this content needs to be organized, scheduled, and managed on a weekly business by a dedicated team at the retailer and video network vendor. Each week the content is identified, generated, vetted, encoded, QC’d, playlisted, and transmitted.
Lisa Leonard is Aldis’s Retail Network Operations lead. “A long-term client came to us and said, ‘we need to manage our digital in-store network, can your team help us?’” said Lisa. Aldis, of course, said yes and have been their in-store network partner now for over a decade.
Getting an in-store video network set-up and integrated with the store’s Retail Network Operations team is a process that can require any number of aspects including:
- Content strategy
- Database management
- Project management
- Location-targeted / geo-parting
- Metric-based reporting
- Quality assurance
- Digital signage creation
- In-store channel publication
"We handle the in-store programming
for hundreds of stores across the nation."
Hosting and managing a Media Network can present a huge set of challenges.
We worked closely with our client to create workflows to streamline their in-store Media Network content and to bring special care to the video footage playing in its stores – to showcase the screen-based products themselves – and now those screens were doing double-duty: delivering product and promotional messaging, and delivering paid content for Media Network customers.
Aldis quickly became the operational backbone they could depend on, without fail.
We are their Operational Partner
Aldis became a primary operational partner. This role includes ingesting and archiving all the content that would play on Network-controlled screens; “playlisting” that content on a regular schedule; monitoring the quality of that content; and ensuring its reliable, repeatable delivery. An execution team was developed, and Network Operations was born.
We manage their content
Aldis acts as a liaison between client teams, ad vendors and technical staff to maintain schedules, day-parting and location-integrated distribution.
The Process: A Week in the Life of a content plan
As our Retail Network Operations Lead, Lisa Leonard, makes sure content is organized and scheduled, and timed for broadcast within the in-store video network.
A partnership for success
Not everything can be automated. Running an in-store network takes humans to get the process right. Utilizing Aldis experts and experience with people like Lisa leading the process and communicating daily with the Retail Network Operations team and the in-store media network team is integral to success.