Savory infotainment leads to sales lift

PRN_BonAppThomson’s Premier Retail Networks, Inc. (PRN), a.k.a. the big guys in in-store video advertising networks, and Conde Nast Publications announced this month a programming agreement to produce custom content for display on PRN’s Checkout TV network in supermarkets nationwide.

In collaboration with Bon Appetit, PRN is producing nine weekly episodes featuring cooking tips from Bon, ranging from Taco Parties and Easy Ice Cream Desserts, to Creative Salads. These savory tidbits run on eye-level checkout screens after a preview of the upcoming episode of Food Network’s, “The Next Food Network Star.” (The show also features an episode in which one of the challenge prizes is an editorial feature in Bon Appetit). Conde Nast has high hopes after last summer’s successful PRN promotion, which PRN says resulted in a 20% sales lift at checkout for Bon Appetite’s featured Summer BBQ issue. This year, the campaign includes an additional push to the Bon Appetit Website.

According to Amy Alfonsi, Director of Retail Marketing at Conde Nast, the publisher will be rolling out programming for two additional fashion focused titles within the next month with the hope of broadening in-store video distribution into the health and beauty aisles. Both Conde Nast and PRM expressed “great interest” in partnering with CPG products to create fun and informative co-branded health and beauty content.

PRN is one of the companies leading the way in in-store ad networks. PRN Executive Producer Mark Haffenreffer and Programming SVP Tom Connor say the goal of the company is to create a programming schedule that enhances the shopper’s experience. The screens at checkout feature entertaining content and community info to help take people’s minds off the wait, and create an enjoyable shopping environment. PRN Network says some of its retail partners include Albertsons, Best Buy, Carrefour, Circuit City, Costco, Jewel-Osco, ShopRite, and Wal-Mart Stores.

According to recent OTX research, shoppers are open to (and actually welcome) relevant messages relevant messages that help with the monotony of dreaded line-waiting. Last year, Home Depot Canada’s “Create the Deck of Your Dreams” campaign on End-cap TV reportedly boosted product sales by as much as 50%. The power to influence purchasing decisions can be tremendous and brands and retailers are catching on.