Mydin becomes the first supermarket in Malaysia to join the latest revolution in digital signage visual communications with the employment of its own in-store multimedia TV network; Mydin TV. As one of the largest discount retailers in Malaysia, Mydin was quick to recognise the benefits of focused advertising to its customers. With 17 Mydin wholesale emporiums spread across the country, each store draws a constant stream of shoppers on a daily basis.
Mydin’s success is driven not only by its relationship with its suppliers but also from smart marketing and advertising efforts. To capture critical point of sale decisions and purchases from the steady flow of shoppers it was necessary to reach the targeted consumers at the right location, the right time, and with the right information.
To meet this essential need, Mydin worked with Be Digital to provide shoppers, tenants and suppliers with digital signage that exhibited visually stimulating and informative media content. With Mydin TV, shoppers are exposed to daily updates such as current promotions and low price items, as well as educational and entertainment content such as motivational quotes, live news feed and MTV videos.
The network consists of a total of fifteen 42” LCD screens positioned in strategic locations around the complex. A display at the information counter greets shoppers when they walk through the main entrance, providing immediate contact with the creative visual content from Mydin. Six more screens are positioned strategically around the food court inside and outside the building. Three more screens are located at the counters in the hypermarket and two are placed in a DVD shop. The remaining screens are positioned in the reception area in the staff office and corporate office on the upper floors. Further revenue is also generated through the sales of advertisement space to Mydin’s tenants, vendors, and suppliers. The visual content for Mydin TV is also channelled to a large LED screen in the open court right outside the complex, further enhancing the impact of Mydin’s visual communications.
The initial content development of Mydin TV was designed by the creative team at Be Digital, with progressive updates and continuous development handled by the design team in Mydin. All content for the digital signage is controlled centrally using Scala from a control centre workstation by the Advertising and Promotions department. To keep the hardware in good condition, the players are scheduled to automatically start up at 7.30am and shut down at 1am daily