Efes Shelfie
Efes interactive beer shelves
Combining digital with trade and increasing the shelf efficiency in the store
Goal
Implement the possibility of creating a new legal communication channel with consumers in trade under the conditions of Dark Market.
Implementation
Interactive shelves equipped with plasma TVs and tablets. Simple change of content and mechanics depending on consumption situation or season.
Trade activation
TV screens served as «beacons»: they were clearly visible from different parts of the store, arousing consumer’s interest. Attractive videos inviting to approach the shelf, discounts and interactive mechanics helping with the choice of beer were broadcast. When someone approached, his eye was caught by the tablet with the app (only worked at the shelf). It helped to select a beer from the shelf quickly and introduced current offers.
Result
In the store with a Shelfie, the conversion of visitors to beer buyers was twice as big* (18,4%) as in the other monitored store (9,1%).
*According to the Nielsen study.