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01.07.2021

Supply of LED screens for the Lenta store in Naberezhnye Chelny

GT Light has supplied LED screens for a unique re-equipment project for the Lenta hypermarket on the main highway of Naberezhnye Chelny. The delivery set included equipment for the external and internal decoration of the store. As a result, it was possible to create an innovative immersive space that affects all the senses.
Supply of LED screens for the Lenta store in Naberezhnye Chelny, фото 1

External design

The task is to replace static banners with LED screens for the Lenta hypermarket to give the building an attractive look, attract buyers and monetize equipment at the expense of advertisers.

Implementation

  • Installation of LED screens (2 LED panels 10 560 * 4 160) with high brightness and resolution (1360 * 520);
  • Installation of a centralized content management system and a content delivery system for operational management, and the formation of an on-air network remotely from the office in St. Petersburg.

Interior decoration

The task is to differentiate zones in the hypermarket by product category, efficiently communicate information to customers (promotions, discounts, etc.), create a pleasant atmosphere in the sales area, distinguish the hypermarket from competitors, and encourage customers to return to Lenta again and again.

Implementation

  • Installation of 4 large LED screens in different product categories;
  • Aroma marketing for different product categories (for example, the use of grapefruit, cucumber and dill aromas for the Fresh Vegetables and Fruits category);
  • Installation of a directional sound system in 4 product categories;
  • Installation of cameras to assess the neurobiological reactions of the buyer;
  • Video and audio content creation.

Результат

  • Creation of an immersive space that affects all the senses of buyers.
  • New means of communication with potential buyers.
  • Opportunity to convey the values of Lenta to customers.
  • A modern platform for suppliers to promote their products.
  • The expected ROI (payback ratio) is no more than 1.5 years.

Evaluation of the effectiveness of emotional marketing tools and optimization of equipment operation is carried out on the basis of statistical data obtained from surveillance cameras in the trading floor. The installation of video cameras allows you to record the reaction of buyers to the product and the marketing actions of the seller. Thanks to cameras, you can clearly determine the social status of the buyer, his interest in a particular product, the direction of his gaze to a certain area / shelf. The collected data allows you to accurately assess the profitability / liquidity of a particular shelf, to index demand and promptly change the placement of goods, methods of influencing the buyer and content content to obtain the maximum result.