Essay of choice: The broader view on narrowcasting

“Research agency GFK recently asked 2000 Dutch people their opinion about in store TV. (…) Almost half of the shopping people experiences this way of communication as annoying.”[1]

Ever since the term ‘Narrowcasting’ was launched, it has been criticized; not only by consumers, but also at many marketing- and new technology blogs. Some people say that everybody can do it, some say that it’s overrated and others say it’s just another variety on the ‘-casting’ hype: bluecasting, podcasting, vodcasting; it’s just a load of new marketing terms without real added value. Can professional marketeers add value to narrowcasting?

What is narrowcasting?
Narrowcasting is the opposite of broadcasting: where broadcasting reaches a broad audience, narrowcasting is all about reaching a very specific target group at a specific place. Narrowcasting is not something revolutionary. It is a combination of multiple media (at least a screen and a computer) applied in a specific environment.

Segments
So far retail is the biggest user of the technology in the Netherlands[2]; they are widely implementing it in their stores. From small applications with just one screen showing a simple PowerPoint presentation, to complicated multi-screen applications with other technologies integrated in the system. Recent numbers show an amount of already 15.000 screens in the Dutch stores[3]. It’s not so strange that retail has discovered the possibilities of narrowcasting. They already have a specific niche to market, know much about the niche and can make perfect fitting content to please their market. But retail is not the only segment which uses narrowcasting. The travel branch, catering industry and museums are just a few more examples of segments using narrowcasting.

Content matters
The most important aspect of narrowcasting is not the amount of screens or the complexity of the application. What really matters is the content of the screen[4]. Deciding the content of the screen comes with several risks. A consumer is for example not pleased seeing only advertisements. They might feel attacked by the very present -usually large- screens while they might prefer to shop quietly. The content shown on the screen(s) must have an added value for the customer’s shopping experience or the whole experience will just cause a negative association with the brand. When the shop owner can’t come up with anything more creative than just displaying advertisements on the screens, this is the moment to consult a professional marketeer. He can think of better ways to improve the shopping experience of the consumer. A good example of enriching customer experience is shown by Total. The gas stations show not only advertisements on the screens, but also information about the weather and the traffic. Since most people dropping by Total are on the road, this is definitely information they will appreciate.

It can also be more complex. A good example is the Adidas Store in Paris. The narrowcasting solution is an integrated part of the formula of the store. The customer runs on a treadmill and after technology registered the run, it allows the customer to digitally try on different running shoes which fit their feet perfectly. This feature completes the customer experience.[5] Narrowcasting enriched with new technologies and customization… it’s all about having a broader view.

There is nothing wrong for retailers to do a little do-it-yourself narrowcasting. Creative solutions do not per definition have to come from professional marketeers. The core of narrowcasting is that the shown content adds value to the customer’s shopping experience. And when a retail owner does not possess a creative mind or once it comes down to more complex solutions and inventive implementation, professional marketeers can definitely add value to narrowcasting.

Literature list
Meijsen, J., Narrowcasting – retailgroeimarkt at: http://www.elsevierretail.nl/RetailHome/Nieuws/Algemeen/Algemeen-artikel/NarrowcastingRetailgroeimarkt.htm (26/9/2007).
Consulted 01/10/2007.

Treur, A., Narrowcasting is voor narrowminders at: http://crossmediaforum.web-log.nl/crossmediaforum/2006/11/narrowcasting_i.html#more (04/11/2006).
Consulted 09/10/2007.

Van der Mey, H., Narrowcasting at: http://www.onestepmore.nl/Narrowcasting%20Informatie%2010-2005%20www.onestepmore.nl%200612868726%20%5Bcontent-webteksten-webredacteur-copywriter%5D%20.pdf (09/2005).
Consulted 09/10/2007.

Writer unknown, Adidas to launch the world’s first "mi Innovation Center" at the new adidas Sport Performance Store in Paris at: http://www.press.adidas.com/DesktopDefault.aspx/tabid-11/16_read-7162/ (24/10/2006).
Consulted 01/10/2007.

[1] Albert Treur (2006)

[2] Joep Meijsen (2007)

[3] Joep Meijsen (2007)

[4] Hans van der Mey (2005)

[5] Adidas (2006)