San Francisco-based PRN, a company that specializes in medical- and retail related in-store digital signage, announces that its pharmacy-focused division, called iDklic, and retailer/partner VPharma, have announced the renewal, three-year extension and upgrade of retailer VPharma’s current point-of-sale communication contract with iDklic. As part of the extension agreement, iDklic will add and manage sensors in the pharmacy network, gathering deep shopper insights to optimize screen content.
Pharmaseen by iDklic is a well-established platform for visual digital communication inside pharmacies across Europe. Since 2009, iDklic has broadcasted VPharma TV in dual languages, spanning dozens of pharmacies across the Verviers region and the German-speaking population of Belgium.
The entire network will get a hardware upgrade including media players from Scala, another company in the Stratacache family—as PRN is—and new 32-42” LCD screens. According to PRN, point-of-sale communication in retail pharmacy is highly effective in influencing the consumer and allows VPharma to offer a comprehensive communications approach for driving the purchase of impulse items and supporting monthly promotions within their pharmacies.
In addition to the refresh, iDklic will bring new digital technology to VPharma, enabling them to offer more innovative digital solutions within their pharmacies. “Consumption habits have changed considerably in recent years, and by using digital technology to address this change, pharmacists can close a significant gap with increasingly mobile, informed and interconnected consumers,” says Kevin Carbone, CEO of PRN.
One such technology iDklic will integrate for VPharma is Walkbase, Stratacache’s in-store marketing and analytics platform that digitizes the in-store customer journey. Walkbase combines a variety of sensor data including Wi-Fi, Bluetooth beacons, and cameras with other relevant data, including point of sale and CRM/loyalty data, to collect important behavioral and traffic data that helps pharmacies understand how customers are spending their time and money in-store. Using these insights pharmacists will be able to engage customers based on their location and buying behavior in the pharmacy. These types of digital tools are being used more and more across all types of retail.
PRN was acquired by Dayton, Ohio-based digital signage company Stratacache in 2015.