In-Store Eye Exams

Description

In-Store Eye Exams

Informations

• Publié par: akajarym
• Nombre de lectures: 176
• Langue: Français

Extrait

December 2009 | Shopper Marketing

NEWS

In-Store Eye Exams rspeopsh, ar fSognidnopser era  ,ka ”f tadeemesore giveg in  elaewv’ yaherdall od we , ver  ht fo i es me wnd at,ree are  “ nt ehs ohtrt ime we’ve  offerediht es sivrot er os meto, rs Kiosk tests vision, suggests related products rtaef hihw ,stles rirhe tofs gs stine li iS rpniotteieev d  Users r mon adds By Mindy Long seisrpfora eey or ef en a edkra sedora yeht osot a kes r  pntdro itornflanona ser davel ots also have  amitno e p   irtn DULUTH, GA -SoloHealth, the maker of EyeSite vision-testing  t kiosks, is partnering with retailers to provide free and easy eye eams  s se p s e s  i i o fi n  s      if s   e a r n     d o at ff a er is redeemed However, the kiosk does not store  for shoppers while giving retailers the opportnity to enhane the   in-store eperiene and oost sales of eye-are prodts     t    h   e  y  h s i e l e e     a   s se h r o s r   t a   r a e d   , w   a w it h i i n  g h     f  o a r n  t   h e e   i  r  h r a es n  g l e ts d     t r o e   m pr o i t n e t l   y o      t,   Transitions Optical -, inellas ark, L, is one of the om panies advertising on the kiosks throgh its Transitions Healthy Sight for Life nd video that draws attention to the importane of vision throghot life e kiosks also play a Transitions lenses prodt demonstration, and printots featre a all-to-ation direting people to Transitions ptial’s eyeglass gide wesite enee Himel, siness manager of hannel marketing at Transitions ptial, says, “eir software is sh that we are ale to pdate new ad ontent remotely, and we plan to pdate or ads arond key Transitions events” hile the kiosks target anyone ages  to  and older, the ore sers are etween  and , and advertisers like to reah onsmers in their mid-to-late s e average age of the sers varies ased on where in the store the kiosk is loated “e tested it y pharmay, in the front of the store and on the far end of the store, and we fond that sers’ ages vary y loation or or advertisers, the people they wanted to reah were in the pharmay,” says art oster, SoloHealth fonder and E Shnk’s has plaed two-thirds of the kiosks near the pharmay “e think that the pharmay area is the ideal loation for the kiosk, mh like the lood pressre kiosks that we offer at all pharmaies,” Simon says etailers enefit from inreased over-the-onter eye are prodts and pharmay sales as more and more shoppers visit eye are professionals, oster says or Shnks, it is still ’ early to tell how the kiosks are affeting sales, t Simon says the retailer will ontine to work with SoloHealth to ross-market prodts rior to lanhing the kiosks, SoloHealth ondted two Privacy panels and the word “Free” in a larger font were added to the Eyeite maor fos grops with varios ages and demographis to determine whether or not onsmers wold atally se the c ki a o re s   k p s r   o  d as u e ct d s     o a n  d u   s s e e r r  f v e ic e e d s    a o c n k  t   h  e h  r e e  v s i u s l i t o s  n p t ri e n st t i o n u g t   s k  iosks include ads for eye  kiosk, and the ompany ontines to ondt researh to refine n “nitially we learned things like people werethe marketing y answering a series of lifestyle estions on a tohsreen  onerned aot privay, so we added privay panels to the and viewing varios sied letters, shoppers reeive an assessment  side, S ” o   l  o os H t e er a   lt e h    p  l o ai m ns   ines fos grops with in-store researh and of their near and distane vision in aot three mintes Eah ser reeives a stomied vision report that shows an assessment of  i s n  t r e v r e  y e e p d t    s as    r p v a e r y t s    o   f   th r e e   e i   n h t  er n  d e r p e t d  t   e  s s t e i r n s g    a   n  d  e n   o m n- o  st s   e  r o s  m we m re o   n     their vision and lists eye are professionals and offers from vision reason non-sers gave for not sing the kiosk was that they are partners  thoght there was a fee n trn, SoloHealth hanged the e kiosks are in  retail loations, inlding al-art, the EyeStore and roger Sine Septemer,Schnuck Markets omerp ori t m S e   n  tn   “  , t egam ot ekw ehd orre‘f me’h ignas Lois, has installed EyeSite kiosks in  of its stores  e net wave of market researh is aot the all to “ore and more of or stomers are taking an ative role in  a w t h i a o t  n  w a o n r d k   s p  t  h t e t   i  n e g s   t v , a ” r   i  o o  s s te   r m  s e a ss y a s gi S n M g in front of sers to see their own health are and are looking for information they an se to help their families stay healthy,” al Simon, senior ommni - ations speialist for Shnk arkets