Every week, more than 100,000,000 people walk through Walmart’s doors. And, as they do, each of those millions pass through through the retailer’s Electronic Article Surveillance (EAS) systems. The security devices help Walmart reduce theft. Turns out, they are also prime real estate for marketers.
Large, printed corrugate “shrouds” cover the EAS systems, making them an ideal platform to communicate news about the latest products, services and initiatives to Walmart shoppers. They are great for promoting hardline items like electronics; the arrival of new games, movies or books; and store messaging like holiday layaway and seasonal deals.
Miller Zell, the retail reinvention company, runs Walmart’s shroud program. Its team manages the production calendar, design (as needed), printing, installation, and removal.
“On any given week we place shrouds at 1,600 to 4,000 locations,” says Jonathan Maloney, director of business development at Miller Zell. “To make it easier for retailers and their suppliers, we developed a website dedicated to managing placement. Prospects can go to the website, log in and see what weeks are available.”
According to a 2016 “P-O-P Trends Survey” conducted by the Path to Purchase Institute, point-of-purchase programs like Walmart’s shroud project can offer sales lifts of up to 23.8%.
“To make it easier for retailers and their suppliers, we developed a website dedicated to managing placement. Prospects can go to the website, log in and see what weeks are available.”
“It’s a great way to reach shoppers and we try to make it as turnkey as possible for the retailers and vendors we work with,” Maloney says. “We even started making the shrouds double sided for sustainability so our partner in charge of installation and removal simply needs to flip over the graphics.”
Want to learn more about how shroud programs like Walmart can help your team get the right messages to shoppers at the right time? Contact Email: firstname.lastname@example.org