"With today's technology, we can communicate better at the retail level and remind our customers of current in-store promotions and services we offer," says Victor Rabba, head of the family business, Rabba Fine Foods.
"The medium of digital signage will facilitate a concentrated channel for our suppliers to reinforce their brand awareness across the stores."
At first, Victor
planned to run the digital signage as an in-house operation.
"Then reality set in and I realized how much time it would take to execute the project," he
says.Around the same time, Raji Kalra, new media developer for Artisan Live and self-professed "loyal Rabba customer," called Victor and set up a meeting to discuss the opportunity to work together on a digital signage network.
In November 2006, Rabba
announced its partnership with Artisan Live and another content provider, Toronto-based Wise Broadcasting
, to implement a centrally managed digital signage network across Rabba's
28 locations throughout the GTA.The project was dubbed the Rabba Media Network.Wise Broadcasting
has been providing radio stations with content for more than 10 years, including news, sports reports, weather forecasts and traffic updates.
"With the shift in media, where it is hard to reach the average consumer, Rabba
stores will provide an estimated 18 million viewers per year, according to 2005 traffic estimates."
As a result, Victor
says they are seen as part of their communities.
"The demographic varies by store, but tends to be a young, urban crowd with a fast-paced lifestyle," he
says."With our size of store, you're in and out in five minutes.We have our own distribution centre, so you can buy everything you'd need from a larger grocery store, at the same prices, but in half the time."
is such a staple for its customers," adds Kalra.
believes the medium is significantly set apart from traditional POP displays.
"We don't want to target the same budget as those," he
"The response has been good," says Victor
"To measure its effectiveness, I can pull the numbers for ,lift' for the items we sell," says Victor
, "but we're not limiting the system to the items we sell.For example, an online insurance retailer can pull data from a store's postal code and see how many people in the neighbourhood are visiting its website due to its ad on our signs."
The next phase, he
adds, will involve larger-format screens.