Digital 4-Way Display with Animation
CHALLENGE
To create more engaging shopper experiences and help eliminate POS production costs at Walmart for Mondelez’s vast catalog of snack foods.
Consumers are increasingly replacing meals with snacks, reporting higher likelihood to eat a snack across all three standard mealtimes. Members of Gen Z along with slightly older millennials (25- to 34-year-olds), and specifically women within those demographics drive snacking growth. Both Millennials and Gen Z are considered “digital natives” and expect businesses to use technology to enhance shopper experiences in-store and online. 68% of shoppers say digital signage would make them more likely to buy advertised products and 44% percent even said it would influence them to buy the advertised product instead of a product they already planned to purchase.
Mondelez launched a digital display test in 5 stores and conducted a shopper study in June 2023. They assessed volumetric impact through a control store match study and collected feedback in a custom shopper study regarding display noticeability, engagement, and conversion. The control store match study was measured by product sales lift in test vs. control stores. Mondelez expected to achieve a 3% sales lift in test stores. An additional 100 displays have been placed in stores throughout the U.S.
SUMMARY
- Designed in US
- Produced in China
- Bulk shipped in pieces for maximum efficiency
- Set up fully in central US warehouse
- Distributed directly to store fully assembled for easy plug and play installation
- Utilizes independent cellular connection with centralized CMS software in order to seamlessly update content remotely in real-time without reliance on inconsistent store Wi-Fi signal strength
- Three-year life expectancy
- Dimensions – 50″ Wide x 54″ Tall x 48″ Deep
RESULTS
- The results were strong, Mondelez and Walmart elected to roll out the test to 100+ additional stores in 2023. The digital display test stores are out pacing expectations, currently driving a 4.9% average incremental lift worth $668.23 per store per week. If the lift average is maintained, it will be worth $3.5MM incremental sales per year in the 100-store rollout.
- Cookies drove the most conversion – OREO and Chips Ahoy! both garnered high cart rates despite having less display real estate than crackers.
- Based off the shopper feedback, the displays drove engagement – the digital screens were seen as eye-catching, novel, and helped some make a purchase decision. According to the study, 3 in 4 shoppers felt the display was better than others in Walmart.
- A few shopper testimonials:
- “I think it’s a good fit for Walmart because it’s more eye catching, and when you look at the screen it’s just pretty cool.”
- “It gives you some summer recipe ideas that I wouldn’t normally think of… I would buy the product because of that.”
- “I honestly forgot that Chips Ahoy even existed, so I’m probably about to buy some.”
- “The messaging resonates with me because I am bilingual, so it is nice that it has both English and Spanish advertising on it.”
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