PARIS — Thomson's Premier Retail Networks Inc. (PRN) announced it has reached an agreement with Wal-Mart Mexico to operate its retail media network that covers most of Wal-Mart's Supercenter-format stores and Bodega Aurrera locations in Mexico, which are visited by millions of shoppers every month.
As part of the agreement, PRN is providing Wal-Mart with an end-to-end solution that includes a digital in-store media strategy, customized programming, advertising sales and operations.
PRN now operates and manages the largest in-store media network in Mexico, which is currently installed in 287 large-format Wal-Mart Supercenter stores. The system features large plasma screens in select areas within the store and 19-inch flat-panel LCD screens at checkout lanes and waiting areas.
The Wal-Mart network is driven by two channels with displays and programs specifically designed for each location within the store. The storewide channel, positioned at the traffic hot spots in the main alleys, guides shoppers and informs them of products sold in the store, encouraging cross-shopping via short and targeted messages. The waiting area channel enables shoppers to watch entertaining and informative content to reduce perceived wait time while they are in line at checkout and service areas. The channel broadcasts longer messages to provide more detail to the shopper about products and services.
The in-store media network programming will be custom-designed by a dedicated PRN creative team to enhance the shopping experience and to enable Wal-Mart to further brand its in-store environment and communicate with its customers using the power of sight, sound and motion.
The Wal-Mart in-store media network programming mix includes original content and content developed in conjunction with partners and advertisers. In Mexico, PRN will primarily rely on key Mexican broadcasters to source high-quality branded content from a variety of areas to enrich the Wal-Mart in-store media network.
PRN will conduct marketing research in collaboration with leading research companies to provide proof-of-performance and audience measurements in terms of gross impressions, reach and frequency to media agencies and the advertisers for the new media platform.
