Target's view of an in-store digital signage network, not what you'd think.

I was at the Digital Signage Expo in Feb. 2009 and enjoyed meeting some of the Target staff. Chris Borek joined the Digital Signage Association's advisory board which I sit on and participated in lively discussions on the topics of the association, it's goals, social networking, and more. I must admit I did not get to hear him give his public talks on digital signage at the show. But I did get to talk to one of his co-workers at their booth who is actually in charge of online ad purchasing ( I think that's what she told me).

I was amazed to learn from her that Target's idea of an in-store digital signage network is as simple as the tv screens they have in the electronics department. That's it. They'll distribute their marketing messages to those 20 screens on the one wall and that is all they think should be done. The initiative is called "Channel Red". I asked her why they wouldn't put signs throughout the rest of the store and the response was that they had done research and determined that people wanted the store kept cleaner, simpler, no messaging. Hmmm, when did that ever stop any advertiser from putting their message out?

I suggested that the expo floor showed many good examples of tasteful and less "in your face" examples of good retail digital signage. Surely they could tastefully integrate it in select locations. Perhaps keep the messaging simpler than most video and commercial digital signage content that seems to be the norm. After awhile it makes your eyes bleed! I suggested that it could at least give them the economy and efficiency of replacing printed signage that has to be designed, printed, distributed, installed, etc. every time they want to change the message. Electronic distribution across stores / departments / particular end caps, makes a lot of sense over time and is greener in some regards to the above process. I got a blank stare with a nice smile... nope. They don't want to do that.

I discussed the obvious success of Walmart's in-store network where they charge brands to advertise on screen. It's a big revenue generator for Walmart and the brands. I know a brand that saw a huge increase in sales at Walmart each time they used Walmart TV. They loved it, and the consumers obviously used it too which drove sales in store. Walmart TV is selectively placed throughout the store. Albeit a bit high in the rafters. But no, they didn't want to be like Walmart. Well, okay. They had me there... Walmart is fast becoming one of the most hated retailers by many consumers. Love / hate, but mostly hate. So I can understand that response.

I really don't get how they expect to effectively use digital signage to talk to moms in the children's clothing isle when she is not likely going to be walking through the electronics isle first? How do you let me know about the benefits of a fiber product in the pharmacy area if the tv screens are on the other side of the building. I came for fiber, not a new HDTV! I'm not going over there. I really don't get this viewpoint. In their media program flyer they claim that you can "help your brand come to life within feet of your product". Yeah, if you're selling cameras or Ipods maybe. They claim 70 million target guests can be reached, but I'd like to know how many guest actually walk past those screens.

This is an attempt at something I've been preaching for years. I believe that retailers have an opportunity that most are missing. Instore networks where the store controls the hardware and network and provides the platform for the brands to advertise. Digital signage in-store is perfect for this but so is an interactive network such as a standardized kiosk platform that a brand could pay to use for 2 months. The IBM AnyPlace hardware is an ideal platform for quick setup in the cosmetic's isle or moved next month to the home goods section. A standard platform on any shelving system, would enable the IT department to be able to manage the network efficiently and then they could dictate to the brands and agencies what the specs would be (screen resolution, touch/no touch, sound, day part, etc) Many convenient store, pharmacy and quickserve retail should build their own network and lease it out to the advertisers who so want to be in front of the consumer when they are making that purchasing decision.

Now, let me just clarify: I like Chris and his team. Great people. I like the Target brand and shop there regularly. (Target: don't cancel my shopper card because of this post... please!) And I'm not trying to bring any darts down on them from our community. I'd just like to start a discussion on this topic. Perhaps they have something we can all learn from. Maybe they are totally guessing or are hamstrung by corporate old school staff? But if I don't post my thoughts here, we'll never know. Am I the only one who disagrees with their strategy on digital signage? Comment below and lets start the discussion. Challenge me or challenge Target, but join in the discussion.