SpinetiX digital signage technology helps reinforce brand image at the point of sale

Coca-Cola HBC Russia has implemented digital shelves to differentiate its soft drink line. For this, nine HMP350 have been installed, that synchronize an LCD video wall and LED panels that act as information carriers.

Coca-Cola is a brand that has always stood out for its campaigns and the efforts it makes to reinforce its brand image.. A strategy that has been seen in the project that Coca-Cola HBC Russia has done to differentiate its line of soft drinks on the shelves of a retail supermarket chain in the country. To carry out this initiative, it has used digital signage technology from SpinetiX.

The brand was looking for a cutting-edge system, easy to use, that will help your products stand out from the rest at points of sale.

“We decided to equip the supermarket shelves where Coca-Cola products were displayed with innovative digital digitizers. “We needed an attractive and easy-to-use customer service management system”, comenta Evgeny Makartsev, MT Marketing Manager of Coca-Cola HBC Russia.

The solution to be implemented had to respond to a series of challenges: improve product sales NARTD (no alcohol, ready to drink) on store shelves; be able to plan, Easily preview and deliver advertising messages; and that would allow including content based on data with automatic updating and operated remotely. Besides, The equipment had to be reliable for use 24/7.

To respond to all these requirements, a total of nine SpinetiX HMP350 players have been installed.. with them, It is possible to display synchronized content on two types of screens: un videowall LCD, located on top of shelves, and Led panels, who act as digital interlocutors.

Thanks to Elementi digital signage software, the SpinetiX distributor, MediaStroyImidz, was able to recreate and synchronize dynamic content across all screens in the facility.

Coca-Cola HBC Russia involved experts in neuromarketing research to obtain confirmation of the effectiveness of the pilot project. Test subjects wore special eye-tracking lenses, mapping your attention and tracking your interest in shelves.

It was confirmed that the structuring of visual information through the use of digital shelves increases between a 35 and a 67% the level of attention and sales potential, between different segments of the target audience.