Helping a big-box retail store manage their in-store video display network more efficiently
Transforming Retail In-Store Media Network Operations
More than a decade ago, major retailers began a transformation from in-store print signage to in-store digital video signage. Delivering digitized content on 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 basis 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 - 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?’” Aldis, of course, said yes and have been their in-store network partner now for over a decade.
Getting Started
Getting an in-store video network set up and integrated with the store’s Retail Network Operations team is a process that can require several aspects:
- Encoding
- Content strategy
- Playlisting
- Database management
- Project management
- Day-parting
- Location-targeted / geo-parting
- Metric-based reporting
- Quality assurance
- Digital signage creation
- In-store channel publication
Hosting and managing a Media Network can present a huge set of challenges
We worked closely with our client to streamline workflows for their in-store Media Network digital content and brought special care to the video footage playing in its stores – showcasing the screen-based products themselves – 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 in their DAM solution. This role includes ingesting and archiving in a centralized repository all the content that would play on Network-controlled screens; establishing version control; “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, marketing 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 makes sure content is organized, scheduled, and timed for broadcast within the in-store video network.
A partnership for success
Not everything can be automated. Aldis digital asset management experts play a critical role in the process and communicate daily with key stakeholders. Bottom line: running a retail media network takes humans - and a lot of time and effort - to get the process right.
