Drug store companies including Longs, Eckerd Drug Co., Genovese Drug Stores, Thrift Drug, Duane Reade and Ulta 3NEED FULL NAMES participated in the trial. All are expected to return for the Beauty Shoppe's national rollout, said Haim Ariav, president of New York-based Muffin-Head.
The tough part could be convincing advertisers. While the trial advertisers paid a fee to participate, Mr. Ariav said Muffin-Head is negotiating for them to return. Ad rates are still being refined, but to While Muffin-Head is still refining its rate card toward a cost-per-impression model, to one based on cost-per-impressions to give marketers a response-based price value, company president and former fashion photographer Haim Mr. Ariav said he plans to make quarterly ads on Beauty Shoppe will be similar to monthly color page rates in major women's fashion and beauty titles, which range from $40,000 to $50,000.
Advertisers get screens on a touchscreen-activated kiosk built with full-motion video and CD-i technology. Ads run alongside the editorial content. The kiosks are not connected to the Internet, however.According to research conducted with Prism Marketing, drug store shoppers spent about 3 minutes in the health and beauty aids departments of kiosk-enabled stores rather than the typical 45 seconds HOW IS THAT TYPICAL?in stores without the machines.
"The advantages are clear," said Mr. Ariav. In addition to the kiosks' availability at no cost to retailers,"People are staying longer in the [health and beauty aids] departments when the kiosk is in place," he said.
KIOSKS AS ADVERTISING
Both Mr. Ariav and Director of Marketing Matt Benjamin said they want the kiosks to serve as advertising, rather than promotion or couponing vehicles, though the machines do have couponing capability. While the kiosks use original Muffin-Head content, at least two magazine publishers have approached the company about working with Beauty Shoppe as an extension of co-marketing programs with advertisers.Meanwhile, other kiosk-based systems, such as the three-panel mega-kiosk Interactive Kiosk Experience, blend intranets and other interactive platforms to provide localized information and promotions on college campuses. IKE has been used by local marketers as well as national magazine publishers such as Conde Nast Publications and BYOB/Freedom Communications' men's title P.O.V., which recently signed on to entice college students using the machines in student centers to subscribe to the magazine.Inter-Act Systems, Norwalk, Conn., is among the kiosk-based solutions for marketers seeking to run in-store discounting and promotions. The company works exclusively with grocery stores to offer time-sensitive discounts to shoppers.
DEW PROMOTIONInter-Act recently began offering full-screen ads for marketers running in-store sweepstakes and promotions. Pepsi-Cola Co.'s Mountain Dew recently targeted Philadelphia shoppers with a December giveaway tied to the Philadelphia 76ers basketball team.