Wal-Mart Customizes Digital Merchandising
Wal-Mart Canada recently launched an original in-store program from EK3 Technologies Inc., a global leader in digital merchandising. Mike Dombrow, director of Marketing for Wal-Mart Canada Corp., will address attendees at the National Retail Federation show next week to discuss the company's use of a new in-store narrowcasting strategy, which revolves around "Lisa," an animated character designed to build customer loyalty and improve the shopping experience. "We want to communicate to our customers that we care about their likes, their tendencies and what they are seeking in the shopping experience. Lisa and her family are already helping us do that. We've done some digital signage in the past, but that industry is changing about as fast as our customers' habits and this program will allow us to keep up," Dombrow says. "We think this innovative program will enhance the Wal-Mart shopping experience while building customer loyalty." Under the agreement between ShopCast, a subsidiary of EK3, and Wal-Mart Canada, digital displays will be installed in all Wal-Mart Canada stores by the end of 2008. Sixty stores have already been wired and began airing "Lisa" episodes -- which include the central character, her husband, three children and a family. Future "Lisa Family" shows are slated to be introduced in early 2008 in Wal-Mart Canada stores.
