HYPER and Liquorland are thrilled to announce the official launch of the Liquorland POS Media programme, set to debut in October 2023. This initiative complements the highly successful digital screen network and offers Liquorland suppliers another opportunity to engage consumers at purchase.
Liquorland's premium liquor retail environment already features HYPER's state-of-the-art digital screens. Since its launch in September last year, the screen network has hosted a diverse mix of local and global liquor brands and a range of non-supplier advertisers.
These dynamic displays have demonstrated a remarkable ability to captivate shoppers and drive action. Now, with the introduction of the POS Media programme, HYPER sets its sights on taking awareness and conversion to the next level.
"McKinsey tells us the number one reason shoppers claim they don't buy brands they've seen advertised is because they can't find them. This initiative is all about solving that specific problem. We intend to help brands capitalise on the awareness generated by their Above The Line campaigns and in-store digital activity by signposting the product's location at the shelf where shoppers are making their buying decisions," said HYPER CEO Ben Partington.
Starting October 1st, Liquorland stores will offer a suite of impactful POS formats in and around the shelf. These include eye-catching banners, wobblers, brand spotters, and various impactful decals strategically positioned to influence shoppers precisely where purchasing decisions are made. Liquorland's POS Media programme offers the same targeting benefits and post-campaign insights as the digital programme, providing suppliers with a comprehensive understanding of their advertising performance.
Liquorland Head of Marketing and CX, Angela Hurst, said that Liquorland was pleased to launch the second phase of the Liquorland retail media programme just in time for its key trading period.
"We look forward to seeing the creativity that our supplier partners will bring to our stores and the impact the POSM will have on brand awareness, shopper navigation and conversion," said Hurst.
These formats will be expertly installed and diligently maintained by HYPER's national field team, guaranteeing optimal compliance. HYPER's experience executing POS media campaigns nationally is second to none, having successfully managed Countdown's POSM programme for over a decade.
With a newly released proprietary software platform that integrates digital and POS media planning activity and field execution, HYPER is well-positioned to deliver a market-leading service for Liquorland and its suppliers.
As demand for advertising opportunities during the key trading period from October to January surges, Liquorland suppliers and agencies must secure their space in advance. Space is limited, so act quickly to secure your summer activity.