In-Store Media optimizes El Corte Inglés's digital advertising screen circuit

In-Store Media, company managing and marketing advertising media at the point of sale, has made the configuration of the mupis circuit of El Corte Inglés more flexible, redesigned late last year with premium locations to optimize buyer impact.

In-Store Media has given a new impetus to the more than 2.500 supports located in all El Corte Inglés centers in the country. The company has incorporated a series of technological improvements and has made the configuration of its circuits more flexible to respond to the needs of the different product categories.. The rates associated with these supports have been modified accordingly to the changes in the commercialization of the same. "To adapt to the needs of our customers and the current market situation, in-Store Media has focused its strategy on flexibility: both in their advertising circuits and in the rates", Pablo Vilà said, CEO of in-Store Media.

Friendly advertising, but effective

A market study conducted by TNS reveals that mupis circuits, stairs and alarms of the El Corte Inglés centers are means very well valued by consumers since they provide information in a pleasant way and without being intrusive. "If there is something that defines in-Store Media, it is the effort to adapt our supports to the image of the store without breaking the aesthetics of the space.. Our ability to achieve that balance between aesthetics and effectiveness allows us to increase advertising recall and influence purchase intent.", pablo vilà has pointed out.

Mupis increase purchase intent

in-Store Media digitized the mupis circuit of El Corte Inglés at the end of last year, making available to advertisers and media agencies 80 new digital mupis in vertical format up to 65 inches with new locations on facades, access areas and shop windows. These mupis impact all visitors to the center, and according to the TNS study, significantly increase the Top Of Mind. Like this, The campaign of the motorola mobile company increased the intention to buy in a 50% and that of fashion firm Gucci doubled suggested brand awareness and gained the 25% of advertising souvenir of your campaign.

"In addition to innovation, that since our inception has been the main axis of our strategy, this year the key word is the flexibility that allows us to adapt even more to the needs of our customers, with more segmented circuits and better rates, two fundamental elements to remain leaders in the sector", the CEO of in-Store Media has concluded.

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