Wal-Mart Smart Digital Ad Displays

Wal-Mart is rolling out what they call a next generation retail network to over 2700 stores starting this month. All about delivering the right message to the shopper at the right time and place. It's is also about the right content, infrastructure, modes of interaction and ability to remotely control the message. The data gathered will have value to better understand the shopper. Note the involvement of DS-IQ , to measure, analyze and optimize the consumer interaction.

Based on their press release this appears to be a very ambitious effort, implying about ten screens per store. And the large roll-out is evidence of WM's seriousness. Kellogg is quoted as a early satisfied participant in the test

" ... Walmart is the first retailer in the US to rollout a next generation retail media network that is supported by a flexible, open enterprise platform powered by Internet Protocol Television (IPTV) – technology that will allow the retailer to monitor and control more than 27,000 screens in more than 2700 stores across the country. The Walmart Smart Network will also deploy response measurement and message optimization technologies to enable delivery of the most relevant content to shoppers - by store, by screen, by day and by time-of-day. All of the content on the Walmart Smart Network will be customized, designed to deliver helpful product information to consumers at the point of decision when and where they need it in the store.

“We’ve built a network tailored to the way consumers shop our stores – delivering helpful, custom, content closest to the point of decision – that helps them shop smarter,” said Stephen Quinn, chief marketing officer, Walmart Stores, U.S. “The Smart Network is intelligent too, because every screen and every message has a purpose and we will be analyzing point of sale data on an ongoing basis to deliver a shopper-centric communications platform. In short, the Walmart Smart Network is a win-win: improving the shopping experience for our customers and driving results for our supplier partners.” ... "