MEC, (www.mecglobal.co.uk) has created a bespoke outdoor campaign to promote Danio, a new super thick, super tasty yogurt range from Danone.
The London-centric campaign runs for two weeks from the 3 June to build on the momentum of the in-store launch of Danio at the end of January 2013, as well as the National TV campaign in April.
The main elements of the activity include six special build sites around London – giving Danio a strong high street presence – as well as animated rail panels at main stations to target commuters from Greater London and the South East.
Ceyda Tort Turgay, Danio Senior Brand Manager said: “We’re delighted that Danio is taking over London with a high impact outdoor campaign. It will be exciting to see Danio featuring in some of the most high profile spots around the capital and we look forward to seeing this translate into sales of our fantastic new product.”
Sophie Pemberton, Comms Planning Manager at MEC said: “This is new and exciting media territory for Danone and it’s great that they have chosen a targeted London-based approach for the campaign. We’re eager to see how this type of activity impacts the launch of Danio so that we can consider how best to use this channel for future campaigns for other Danone brands.”
Coca-Cola has launched a new variant – Cherry Coke Zero – throughout Asda stores nationwide, using epaper display technology.
The epaper dispaly technology, produced by St Ives Digital Media, part of the St Ives Group delivers flashing animation at the shelf edge to promote the brand in Asda stores across the country. Easy to manage and with no cabling or IT integration requirements, epaper uses minimal power and the batteries last up to one year. On average across recent campaigns epaper has shown an uplift in sales of 25% versus static point of sale.
Typically used in e-readers, epaper technology is now increasingly being used by brands and retailers to engage shoppers in-store, allowing them to create message cut through in an original and engaging way.
Ben Morley, Marketing Manager for Coca-Cola, said: “To promote this launch we wanted a shelf edge display technology that was both eye catching and easy to manage for our retail partners once installed. Epaper provides us with a new and dynamic medium that brings the product to life in-store.”
Robert Padmore, Head of St Ives Digital Media, said: “It’s great to work with one of the biggest brands in the world on such a creative campaign. This is an excellent example of how colour epaper technology can help brands and retailers improve consumer engagement in busy store environments. The importance of new technology developments in this climate are not to be underestimated. The key was finding a way of capturing the customer attention in-store, without relying too heavily on offers and promotions and this technology does just that.”
eCommera, the leader in Decision-Intelligent Commerce solutions, announced today the acquisition of OrderDynamics™, Canada’s leading Order Management System (OMS) and commerce platform for multi-channel retail. Terms of the acquisition were not disclosed.
eCommera is one of the fastest growing providers of cloud-based commerce software and solutions globally. This acquisition adds a market-leading cloud-based order management product to the eCommera portfolio, enhancing the company’s existing client offerings of an omni-channel, end-to-end commerce platform, DynamicCommerce™ and first-of-its-kind decision intelligence analytics solution, DynamicAction™.
“Retailers are investing in omni-channel commerce as they recognize that it is the key strategy for growth. In order for today’s global retailers to be successful, they require not only a powerful commerce platform, and decision analytics, but also integrated customer order management across multiple online and offline channels,” said Andrew McGregor, co-founder and CEO, eCommera. “Together with OrderDynamics, we see a significant global opportunity in this underserved OMS market”.
The growing importance of OMS is recognized by industry analysts. “Tomorrow’s orders will be sourced from a wide variety of locations that include not only the fulfillment center but also drop-ship vendors, distributors, stores, and third-party logistics providers that may either regionally stage high-demand products or support seasonal inventory volumes — or both,” stated a report by Forrester Research, Inc.. “Order management capabilities are critical to driving a high-quality consumer experience.” 1