By Excelevision

A Division of StagePost Studios

State of the art merchandising means selling interactively with automated video advertising at the point of purchase. By producing and displaying short video programs that educate, entertain and sell featured products, retailers can now utilize a sales tool that will actually move product off the shelf. Forward thinking stores are taking advantage of the customer’s love for television and its selling power, by integrating the persuasiveness of direct response advertising, infomercials, shopping channel programs and “how to” TV shows with in-store merchandising.

Video merchandising systems are creating a completely new shopping experience with a system that talks directly to customers, demonstrating products, handling objections and asking for their business “right now”. Customers are attracted to the screens because they love TV and enjoy being sold on a brand or product. Video clips involve passing customers with powerful direct response ads that motivate them to impulse buy the advertised product.

The systems are made up of small LCD screens with speakers and a motion detector. When some one is in close proximity to the display, the screen lights up and plays a short video. Product demonstrations catch the customer’s attention, entertain them momentarily and then sell them on purchasing the product today. These short sales ads direct sell, cross sell and up sell. Videos can be placed in any product grouping anywhere in the store.

The system can be programmed by DVD or by satellite. A small computer handles everything automatically without maintenance or attention. All the store personnel has to do is keep plenty of product on hand. The video content is supplied and distributed by the production vendor. Some retailers create hot zones for a fixed video selling station and change the product accordingly. Others move the system around the store following department promotions.

POPIs and Excelevision is a creative production and marketing service that develops and supports integrated video communication systems for retailers. The 27-year-old company offers comprehensive services that include system design, technical installation and support, content production and distribution. Working closely with each client, the company’s efforts meld into the client’s operations to provide seamless and cost effective performance. Other services like advertising, sales promotion and sales training are available as needed.