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AT THE POINT-OF-SALE :
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Business models that work

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Examples of business models and ROI

 Who is Mirane ?

• The French leader in Digital Signage

• A team of 30, 100% dedicated to Digital Signage
• Three founding partners :
– Cyril Michel (CEO),
– Laurent Bolzon (Sales and Marketing)
– Olivier Garosi (R&D)

Advertising digital Agency

Software Developments Specialist of infrastructure Management :
Digital production,
and new technologies Researches Purchase, Installation, Maintenance
Assistance & Measurement
 Mirane and
Digital Signage
• « To make the communication and the exchange between the brand and their clients 
more efficient »

Attract Interact Transact

Captive Marketing Participative Marketing Transactional Marketing
Image / Sound / Smell Bluetooth / Mobile Phone Payment by Mobile Phone
(voting, downloading, gaming) Electronic voucher
Monitoring customer behaviour Loyalty
A few clients:
A few clients :
brands
 International implementations

Algeria
Australia
Austria
Belgium
Canada
Caribbean
Czech Republic
Denmark
United Kingdom
Germany
Italy
Netherlands
Mexico
Morocco
Russia
Spain
United States

> 10 000 screens on 5 continents powered by

DIGITAL SIGNAGE AT POS
Business models that
work
 Case study 1: supermarkets

• How Retail Chains benefit from Digital Media:

– Walmart : a prices comparer in the entrance of the store

– Géant Casino : a complete RetailTV concept throughout the

store

– Leclerc : an out of door TV concept on check outs with a

captive audience

(3000 screens powered by Mirane installed in these three

retailers)
 Case study 1: supermarket

Three possible objectives :

• Create a source of advertising

revenue -> €

• Increase sales

• Modernize Image / enhance value

for the brand and the retailer
 How to classify audiences?
• Mass audience
– Public : on the move
– Where : public places and transit areas (eg stations, outdoor sites, shopping
malls)
– Mass audience VS digital signage :
• Messages have to be short with a big impact which improves their recall
• OTS is strong thanks to a large diverse public audience

• Retail audience
– Public : every type of public (fixed, captive, on the move)
– Where : at the Point of Sale, in a line, close to the product
– Retail audience VS digital signage :
• Double impact for the brand between the advertising on the screen and the packaged product
• Direct line between the action on the screen and the act of buying of the customer

• Captive audience
– Public : attentive, ideally fixed
– Where : waiting room / queues
– Captive audience VS digital signage :
• Possibility to broadcast longer messages concerning the brand or advertising
• High content recall
Business models that work :
ROI per Audiences in a
supermarket
Attract Interact Transact
Captive Marketing Participative Marketing Transactional Marketing

AUDIENCES
Captive Mass Retail
audience at audience audience
checkout
I
N
V Third party XXX XXX XX
Advertising
E
S
T XIncrease of
0 X XXX
sales
M
E
Image /
N Brand XXX XX X
T enhanced
 Case study 2: Walmart
addressing a mass audience

• Walmart – Bodega Aurrera

– Audience type : mass audience

– Investment : one or two price comparers at the stores entrance. 300

stores equipped

_ ROI: provision of real time valuable information to customers showing

how Walmart is cheapest among competing supermarkets
 Case study 3: Castorama
addressing a retail audience

• Castorama (KingFisher Group)

– Audience type : retail audience (aisles)

– Objectives : to sell advertising, to increase sales, to enhance the retailer’s image

– Characteristics : multichannel TV concept throughout the entire outlet. 30 screens

per store. 14 equipped with cameras.

– Image recognition and customer behaviour analysis

 Case study 4: Société
Générale
addressing a captive audience
• Société Générale
– Audience type : captive audience

– Objectives : Inform about the bank’s own

services and financial products, alleviate
the negative experience of waiting in a line

– 500 branches equipped

 Case study 5: BBva
Bancomer
adressing a captive audience
• Bancomer

– Audience type : captive audience

– Objectives : generate revenues through

external advertising and alleviate the
negative experience of waiting in line

– 1500 branches equipped or planned

 Your Keys to a winning
business model

• Know your needs. Know your

audience

• Work with a one-stop shop partner

• Three possible objectives :

– generate revenues,
– increase your sales,
– enhance your image
• Any one may justify your investment
 o m
.c
ane
ir
.m

CONTACT
w
w

Mirane Bordeaux Mirane Paris

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16 rue du 8 mai 1945 Tour CIT – 3 rue de l’arrivée

33150 Cenon 75015 Paris
Tél.:+33(0)5 57 77 12 15 Tél.:+33(0)1 43 35 02 81
Fax.:+33(0)5 57 77 34 90 Fax.:+33(0)1 40 47 85 14