A ‘Digital Marketing Channel’ Focussed on Local or Store-Specific Customers
Targeted, Local Customer Marketing, at the Point of Decision!
As the Quick Service Restaurant (QSR) industry continues to move toward the efficiency of Digital Menu Boards, the costs are decreasing while the impact of localised marketing is increasing. Return on investment is top of any QSR owner’s mind – by focussing on Local Store Marketing (LSM) – positive ROI is a certainty. The reality is: uniform content displayed across a widely varying geographic or demographic does not focus on the actual customer at that store and does not present an opportunity to up-sell and cross-sell; the LSM screen focusses on talking to the right customer at the right time.
LSM Screen Benefits
AIM - Agile Intelligent Menus
Quick Service Restaurant locations, whether in shopping centres, malls or as stand-alone restaurants, are built as the Brand has identified a market and a need for the product. Restaurant floorplans are designed to meet customer expectations and facilitate fast service of their favourite product.
Restaurant owners and operators know this by analysing data in a specific area and conducting market research to ensure they are opening an outlet in the right area for the right target market.
Digital advertising should be based on the same principles
A digital advert should be built based on the historic sales data received and analysed for the specific outlet, or if a new outlet, based on restaurants with similar client profiles. However, the modern shopper is mobile and buying patterns are changeable. Digital signage needs to keep up with the change.
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