External design
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
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.