Bacardi & St Ives Digital Media implement e-paper display technology campaign to deliver incremental sales and category share

St Ives Digital Media has utilised e-paper display technology to implement two successful POS campaigns for Bacardi (Brown Forman Brands). Delivering incremental sales and category share for two of its products: Eristoff Vodka and Bacardi Breezer, the e-paper technology provides animated imagery and messaging at point of sale, and is an innovative way of engaging shoppers in a retail environment. The St Ives Group is the sole distributor of the technology in the UK and Eire, following an exclusive three year agreement with Swedish company, Motion Display.

The e-paper technology was employed following a brief to the Digital Media division to develop a flexible POS solution for two product lines, Eristoff Vodka and Bacardi Breezer. Mark Glover, National Accounts Manager (Northern Ireland), Bacardi Brown-Forman Brands explains: “Using e-paper, the St Ives Digital Media team developed an innovative solution to help our brands increase message engagement at the point of purchase. We’re delighted with results to date – up to 79% increase in sales of Eristoff vs. pre-period, whilst Bacardi Breezer has increased category share over the past two months. We are now working with St Ives on new e-paper opportunities across our portfolio.”

E-paper provides moving / flashing images at the point of sale and is proven to create higher awareness and grab more attention than static POS. The lightweight e-paper displays have very low power consumption and are powered by rechargeable lithium batteries, providing five months of power at a time. Ideal for communicating price promotions and calls to action, the displays can hold a range of changeable data and are simple to attach to a shelf edge or gondola end. E-paper display technology enjoys a unique position between static print and digital signage.

The campaigns were carried out with Wineflair Stores in Northern Ireland and were regarded very successful by the chains’ Marketing Manager, Andrea Carson, “The Bacardi and Eristoff campaigns have demonstrated clear sales and operational benefits. The technology requires little management whilst the price-change capability has allowed us to react quicker to market demand than traditional POS”.

Rob Padmore, Head of Digital Media at St Ives Group said, “E-paper technology is being used very successfully across parts of Europe and North America, and offers clear operational and commercial benefit to brands looking to differentiate themselves in a busy, competitive retail environment. For example, the ability to change price data, quickly and simply, was very beneficial to both Bacardi Brown-Forman and Wineflair.”

“We have a clear road map for how we believe this technology can be developed to deliver scalable commercial benefit. Our specialist retail marketing experience and insight will ensure that our retail and brand clients receive the best advice on how to utilise e-paper technology. As with all of our services, we are committed to adding value and achieving optimum return on investment” he added.

St Ives plc

Tel: 020 7928 8844

www.st-ives.co.uk