Blue Media readies fridge display, digital price tag
Blue Media Communications, a provider of digital in-store media technology, has earmarked Bt200 million for developing and installing transparent digital displays for commercial refrigerators and digital price tags at leading modern retailers to meet incr
The digital cooler display consists of a digital transparent screen that enables customers to see either advertisements or promotional videos on the fridge’s door. Meanwhile, digital price tags provide not only prices but other information and promotions on a screen. Both new devices are connected to a main control server via the Internet.
Blue Media, which is a subsidiary of event organiser Index Creative Village, also plans to market this cutting-edge technology to leading brands and media agencies in Singapore, Malaysia and Indonesia next year.
Managing director Burapakorn Musikasinthorn said yesterday that he had witnessed a shift in advertising budgets from static to digital in-store media since early this year. Brands and media agencies were looking for communication tools that allowed them to interact directly with customers and persuade them to make a purchase at the point of sale.
“A survey by our company found that 75 per cent of participating consumers who saw advertising at the point of sale that was very interesting made a decision to purchase a product they saw immediately,” he said.
Burapakorn said that in an almost two-year collaboration with LG Electronics (Thailand), his company had co-invested with major clients such as brands and media agencies to develop digital cooler displays and digital price tags. Such advanced media could appeal to beverage, health and beauty firms.
By October, the company plans to install 200 digital cooler displays and 160 digital price tags at leading retailers including Tops Supermarket, Big C Supercenter and Tesco Lotus.
Next year, the company will make available 400 cooler displays and 360 digital price tags, translating to an investment of about Bt200 million.
He added that he would bring this technology to neighbouring countries where retail business was still on the rise, namely Singapore, Malaysia and Indonesia.
By the end of next year, the company targets about Bt300 million in revenue. Of that, 80 per cent will be from domestic business and the rest will come from overseas.
