In addition to music, the content shown on the screen plays an important role. Mr Gavran, what is the value of visual messages on the monitors at the POS?
The Coop Future Store at the EXPO in Italy is a good example of what a visually digitally networked supermarket can achieve. It is always about appropriate communication with the customer and many people are attracted to the visual channel. But before I spend a lot of money, I have to ask myself: Who am I trying to communicate with and what is the content of this communication?
COOP asked itself this question and answered correctly with its Future Store at the Expo. They succeeded in creating a market place where customers are digitally connected to the products and producers in a visual way and thus could provide relevant communication for the consumer. Naturally, this was only a Future Concept for the world exhibition, and its operation wasn’t running under everyday conditions, but the message was clear: Anyone who can create relevant customer communication at the POS will be ahead.