Client’s Challenge
TopCC is the go-to partner for customers in the gastronomy, trade and business sectors, and is the only cash-and-carry market in Switzerland to offer a serviced butchery department. Extremely customer-centric and focused on improving the in-store experience, TopCC had traditional digital signage in their stores but wanted their investment in their screens to return more value by providing better in-store audience insight. While they had hundreds of small business owners walking into their stores everyday, TopCC did not know how their visitors engaged with on-screen content, their body movement, or have the ability to display targeted content in real-time based on the audience in front of the screen.
TopCC rolls out Advertima Smart Signage in all Switzerland stores
The rollout of Smart Signage was implemented by B+T Bild+Ton AG before COVID-19 and continues to operate at present. TopCC’s existing screens in all 11 of their stores across Switzerland were upgraded to Advertima Smart Signage, enabling TopCC’s screens to select the exact content to show to the audience in front of the screen based on their detected demographics. The target group of each product is defined by TopCC based on their understanding of each product’s target audience, which can then be optimized after TopCC gathers real audience data with Advertima Smart Signage.
TopCC upload their own content (e.g. ads and promotions) to the screens using Grassfish, a drag-and-drop CMS system that allows digital signage content to be automatically generated from data taken from other systems. Advertima Smart Signage detected which demographic target groups were relevant from the people captured in front of the screen, and passed this data directly to the Grassfish software to trigger content for that target group.
As part of the Advertima Smart Signage product, an ad booking delivery platform is seamlessly incorporated into the digital signage system with Adtrac. The Adtrac platform is directly connected to Grassfish and enables TopCC’s suppliers and advertisers to easily book advertising slots for specific target groups and have them played out in a target group-specific manner.
Results
10,000,000+ in-store visitor trackings in 1 year
The audience insights obtained by Advertima Smart Signage provided TopCC with new information about their in-store visitors they previously did not have. As a membership-only retailer, TopCC had data about their customers’ demographics, but did not know how their customers engaged with on-screen content or their body movement once they were in the store. With this added layer of data of over 10,000,000+ in-store visitor trackings, TopCC could optimize the content displayed on Advertima Smart Signage with the core goal to increase sales.
Increase value of media space with an all-in-one smart-targeting and ad booking product
The audience insights gained from Advertima Smart Signage became a unique media product for TopCC. The unique data, that other B2B businesses in the local area and their market could not offer, increased the value of their media space. With Smart Signage, TopCC’s suppliers, advertisers, and the worldwide marketplace were connected to TopCC’s screens and SPAR’s network of over 2,500,000+ million in-store visitor trackings per week (as TopCC is a network of SPAR), bridging the gap between their audience and advertisers.
With Advertima Smart Signage, TopCC as the retailer, is able to increase the value of their media space since no other grocer or existing DOOH network on the market could provide this kind of real-world targeting capabilities and audience insight and to their suppliers or advertisers.
For TopCC’s suppliers, because once media space was booked, they logged into Adtrac or Grassfish, uploaded their content, defined the target groups, and scheduled their advertising campaigns themselves to display on Smart Signage’s screens in TopCC’s stores.
For advertisers, their campaigns were managed themselves via Adtrac. With the Adtrac Campaign Tool, advertisers can monitor the performance of their campaigns in real-time and pull insightful reports, enabling control and optimization as their campaigns progress. Uniquely, advertisers only pay for the actual reach achieved by their target group compared to the statistical audience reach of classic DOOH.
As TopCC is part of the SPAR network, suppliers and advertisers also had access to SPAR’s network. Though TopCC’s audience data was niche and a small business, through SPAR, TopCC’s suppliers, advertisers, and global brands could also target and explore campaigns with an entirely new and larger audience, creating the potential for a new revenue stream for TopCC.
