Mobile units keep in-store promotions live in real time

The solution is based upon 50 compact, lightweight Motorola hand-held EDAs (enterprise digital assistants) which connect via the MTN wireless network to a dedicated server which receives the information transferred by the Primedia Instore field ops personnel for processing and distribution.

The EDAs run on Microsoft Windows and give the field ops personnel real-time access to the Primedia offices as well as the ability to quickly provide and dispatch all of the relevant information on each in-store promotion using standard reporting company formats stored within the device.

Quick feedback is critical

Primedia Instore operations executive Charles Palm said quick feedback of information on in-store advertising and promotions has become increasingly critical. “Our country-wide field ops teams are active with promotions in more than 1400 retail outlets, including top-end retail giants such as Pick n Pay and Clicks, where we have exclusive advertising rights, as well as the Spar Group,” said Palm.

An important capability of the EDAs is a built-in high-resolution colour camera with auto-focus and flash. Palm added that clients would now also quickly receive photographs of the in-store displays and advertising campaigns as well as the relevant information feedback on each promotion.

“We need to feed key information on every in-store advertising and promotion campaign back to our clients. The quicker we can do this the more valuable the information is to all concerned, considering we are presenting brands to at least 27-million shoppers who frequent these stores.”

Stuart Jack, MD of MyMobility, said the solution allows mobile employees to attend to client needs promptly and effectively from wherever they may be. “It is a solution that permits the sales and promotions staff to forecast and plan properly as well as report back quickly and accurately to the benefit of the company and its clients.”