MARKETING/SOCIAL MEDIA

Report: Fake Bieber CDs ‘droplifted’ into stores

BY Dan Berthiaume

Los Angeles – An electronic musician reportedly planted 5,000 copies of his own CD inside fake copies of the Justin Bieber “Believe” CD in retailers including Best Buy, Target and Wal-Mart on April 1. According to the Associated Press, the musician, Paz Dylan, said he saw the stunt as more of a performance art piece than an April Fools’ Day prank.

The CDs are contained inside exact duplicates of the “Believe” packaging, including the bar code, which scans properly at checkout. The interior artwork and album inside are from Paz, however.

This is at least the second high-profile prank to hit the Los Angeles retail industry this year. In February, comedian Nathan Fielder briefly opened a parody Starbucks store called “Dumb Starbucks” as a gag for his cable TV show.

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Shopmium launches U.S. brand discovery app

BY Dan Berthiaume

New York — Shopmium, the new brand discovery app, has officially launched in the U.S. on both iOS and Android platforms. Shopmium’s model enables advertisers to promote products through a targeted media approach that delivers mobile brand experiences and discount offers to users.

As an advertising platform, Shopmium showcases partnered brands, primarily consumer package goods, using rich media campaigns built for smartphones. Its user base has opted in to hear about new products and is incentivized to try the featured products through discount coupon offers.

Shopmium creates a brand experience using rich media content (HTML5, video or images). Users click through the advertisement to see stores nearest them offering the product and are presented with a discount offer. After shopping, the user simply opens the app, and snaps a photo of the corresponding purchase receipt. The user receives the discount amount directly to their PayPal account.

Co-founder and CEO Eli Curetti views the U.S. as a prime market to reach new consumers and encourage trial with its unique approach.

"Traditionally, ads on mobile devices have been a tough sell given the small screen and the inherently personal nature of the device," said Eli Curetti, co-founder and CEO. "Random ads are always an intrusion, however Shopmium’s users are opting in to receive brand messages, which circumvents any irritation to the consumer and makes it a very appealing medium for manufacturers."

Marketers also benefit from the anonymized user data and aggregated consumer buying data Shopmium is able to collect and share with clients at the end of a campaign. Data gathered from users’ receipts also enables Shopmium to target relevant products to users. The app launched in France in 2011.

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Leroy Merlin deploys Pricer ESLs

BY Dan Berthiaume

Lille, France – French home improvement retailer Leroy Merlin, a banner of Adeo Group, will install Pricer’s electronic shelf label (ESL) system in all of its 121 stores by the end of 2015. Thirty -five store installations are planned for 2014 and the remainder during 2015.

The project value is estimated at more than $20 million. Leroy Merlin will roll out a mix of Pricer’s economical segment-based ESLs along with featured graphic E-Paper-based labels throughout its stores.

"This is probably the largest ESL project in France during the last two years and it is very demanding,” says Harald Bauer, Pricer’s acting CEO. “It requires us to deliver around four million ESLs in about 18 months. The project follows a challenging pilot where Leroy Merlin compared our solution with competitive systems."

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