CompUSA, one of the nation’s top retailers and resellers of electronics and technology products, wanted to find a way to visually and dynamically provide the most current product information and expertise to enhance the personal, hands-on experience of their customers.

 

Operating nearly 250 stores across the United States and Puerto Rico, CompUSA serves consumer, small to medium-size business, corporate, government, and education customers. More than 80,000 products and highly knowledgeable sales staff are hallmarks of the brand, as well as technology support and service. With so many products, CompUSA faced a tremendous business opportunity as well as a challenge.

 

CompUSA recognized that it needed a more efficient channel of retail in-store communication that could highlight specific products, enhance the customer experience, and provide training opportunities for thousands of employees. “We saw traditional point-of-purchase displays and signage weren’t going to be enough to adequately excite and inform consumers about leading-edge technologies,” said John Mynyk, Vice President, Merchandising, for CompUSA.

 

PlayNetwork worked with CompUSA to conceptualize and implement the CompUSA Media Network—an innovative in-store video network with branded video and audio content, product education, and advertisements to reach highly qualified buyers.

 

CompUSA’s video display network utilizes and showcases the features of the video systems the stores have on display. During the trial and first stages of the CompUSA Media Network development, video content and displays were formatted for standard definition. As CompUSA’s video display product line was moving toward all high-definition displays, PlayNetwork developed a digital signage strategy that could accommodate this future transition. 

 

As the audio/video architect and integrator for the chainwide network, PlayNetwork worked with leading technology and service providers that would complete the process of content sourcing, content scheduling, network delivery, and ongoing operations.

 

In-Store Media Networks (ISM Networks) was selected to reach out to potential advertisers vested in CompUSA’s sales. The goal is to assist in building a “private label” in-store network that meets defined objectives in the most cost-effective manner. Ultimately, product and service information is communicated to customers and associates via the network, which can combine video, audio, and sign graphics specific to the location environment. With advertising content secured, the next step was to repurpose and reformat the ads and source HD video and other branded video segments. ScreenPlay, Inc. was called on to design and produce complete custom video programs with its state-of-the art video production house.

 

To efficiently deliver the high-definition video content to each store, Microspace Communications was selected to provide a reliable delivery system. As the video files are produced and made available, PlayNetwork’s video experts create playlist scripts for the content and then hand off the video content to Microspace. Microspace transmits the files via its secure, high-capacity satellite network and verifies delivery to each of the stores.

 

The Mantis MG player developed by Focus Enhancements was selected as the quality digital media system that plays high-definition content to multiple hi-def displays in multiple zones throughout the stores. Combined with its Media Messenger® management software, the Mantis digital media player offers automated playback and precise daypart-specific content scheduling.

 

In October 2005, a leading third-party market research firm evaluated data from actual sales identified on CompUSA’s point-of-sale (POS) systems. Conducted for one week of business, the study found that all products that were advertised on the CompUSA Media Network experienced an average sales increase of 11 percent in test stores versus control stores. However, when paired with in-print advertising, the CompUSA Media Network helped increase sales by an average of 24 percent on the products featured in both media.

 

For more than two years, CompUSA has been able to achieve its video advertising objectives while forming a model for other businesses looking to leverage a branded, compelling in-store video network. CompUSA has created a powerful presence that attracts, directs, educates, and entertains customers and employees. The result is real, quantifiable retail marketing results that benefit advertisers as well as CompUSA with significant sales.

Founded in 1984 and based in Dallas, Texas, CompUSA currently operates approximately 250 stores in major Metropolitan markets across the United States and Puerto Rico. CompUSA serves consumer, small to medium-size business, corporate, government, and education customers.

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Designed for large organizations, the Mantis MG Enterprise Media Gateway deploys numerous digital media applications across multiple locations. Scheduled or interactive playback is available, and the Mantis MG supports up to four HD or eight SD independent outputs from a single rackmount system. The unit can be easily updated to accommodate new features and file formats as they become available.