Walmart, which has said it will use innovative measures in stores to boost sales, is testing LED projectors that display ads on the floor of the Supercenter on South Walton Boulevard in Bentonville.
There are three projectors displaying colorful ads on the floors in the toy department. Fayetteville-based Field Agent sent agents to the store on Wednesday (April 17) to chronicle their reactions to the ads. Agents responded by saying the LED signs on the floor were eye-catching and ‘definitely grab your attention.’
The signs draw attention to special price rollbacks or everyday low prices of specific toys such as Hot Wheels and Nerf products, with the prices highlighted on the floor ad. The projectors are mounted in the ceiling above the aisles. There was a third projector on the girls’ toy aisle that was not in use when Talk Business & Politics visited the store on Wednesday.
The ads did grab the attention of a few shoppers, with most looking up to find the source of the display. Walmart did not return a request for comment on the LED floor ads. Field Agent also surveyed shoppers on how influential the ads would be with their in-store purchases. Half of the consumers said the ads could be “very influential” for items they purchased and half said the ads had the potential to be “moderately influential.”
Asking shoppers about the effectiveness of the LED ad versus conventional non-digital signage, the majority (75%) said the LED ads are better attention-getters, while 50% said the LED ads could also be more effective at triggering a purchase. The majority (75%) said the colorful ads on the floor also have the potential to create an enjoyable shopping experience.
