I was visiting a supermarket two days ago and noticed a strange thing - the LED screen in the fresh food section was showing shampoo ads, but the screen on the snack shelf was showing mop promotions. This is like asking a Sichuan chef to make Western-style pastries, it’s completely inappropriate! Today we will chat about where to place these luminous screens in supermarkets to maximize the effect.

​​Prime location at the entrance​ ​It has to be reserved for the main products of the season. Just like a movie theater will hang the best-selling movie posters at the entrance, a 2-meter-wide horizontal screen will be installed above the entrance of the supermarket to play in a loop.​ ​Limited time discount​ ​and​ ​New product launch​ ​, customers are caught before they even enter the door. A high-brightness screen of more than 4,000 lumens is required here, which can be seen clearly even in broad daylight. If hard-core information such as fresh food discounts and membership discounts are placed here, the conversion rate can increase by 30%.

​​You have to be careful in the fresh food section​ ​. Install a strip screen above the refrigerator to display meat and vegetables in real time​ ​Traceability information​ ​and​ ​Best before date​ ​, housewives can take a quick look at the dishes when choosing and place their orders with confidence. Here’s a little trivia: A low-brightness warm light screen is suitable here, which will not affect the true color of the ingredients and create a sense of freshness. Last time I saw a supermarket install an interactive screen next to a live fish pond. Customers could click on the screen to see tutorials on how to cook fish. The sales of aquatic products doubled that month.

​​The end of the shelf is an invisible battlefield​ ​. Install vertical screens at the end of each row of shelves to match​ ​face recognition​ ​Technology to automatically push related products. For example, the infant milk powder section displays a sale on diapers, and the instant noodles shelf offers a discount on ham sausage. But pay attention to the screen height - 1.6 meters to 1.8 meters is the most suitable, which is exactly the eye-level range for adults. Don’t follow the example of some supermarkets where the screens are installed two meters high. Customers have to tilt their necks to look at it, which directly affects the experience.

Some people may ask: "Will installing a screen at the cashier be annoying?" "In fact, this is where the psychological defense is weakest. Install a narrow-edge screen in the cashier aisle and play it in a loop​ ​Order together products​ ​and​ ​Member Day Preview​ ​, being idle while queuing is also idle, 3 out of 10 people will make temporary purchases. Remember to use a matte screen to avoid dazzling reflections. After all, customers are already dazzled by this time.

When it comes to size selection, there are tips:
• A 32-inch vertical screen is used in the aisle: space saving and accurate push
• Use 55-inch horizontal screen in Duitou area: create a promotional atmosphere
• Ceiling-mounted circular screen: suitable for large events such as New Year’s Day

Last year, before the Spring Festival, I helped a supermarket chain renovate and installed an interactive screen that made snow fall in the fresh food area, so that customers could reach out and receive virtual red envelopes. As a result, the average customer price increased by 38 yuan in that half month, which was much more effective than sending out flyers.

Don’t be sloppy about the technical parameters:

1. ​​Brightness adaptive​ ​: Automatically brightens at 8 a.m. and softens at 9 p.m.
2. ​​1920Hz refresh rate​ ​: Play dynamic menu without dragging shadows
3. ​​Anti-oil fume coating​ ​: Especially the screen in the deli area must be durable.

The most outrageous case I have seen is that a supermarket installed a screen on the back of a refrigerated cabinet. As a result, the condensation water short-circuited the circuit board. The repair cost was enough to buy three new screens. Therefore, the installation location must not only consider the effect, but also pay attention to​ ​environmental adaptability​​。

Having said that, it is now popular to use​ ​Transparent LED screen​ ​Make price tags. Installing this kind of screen with 86% transparency in the wine cabinet can display prices without blocking the products. What’s even more amazing is that you can play AR interactive games, and you can watch bartending tutorials by scanning the QR code on your mobile phone. This kind of technology-rich experience is the most popular among young customers.

Finally, I would like to remind all bosses: Installing a screen is not about playing whack-a-mole, just put it wherever you have time. It has to be like playing chess, every point must form a linkage. For example, when promoting products on the entrance screen, the corresponding shelf screen should focus on displaying the details, and the cashier should add an order prompt. With this combination, it is difficult not to increase revenue.

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