ODBN President Steve Fecske says the goals are to educate customers, increase impulse sales and collect data about shopping patterns.
“This is about being able to efficiently and effectively communicate to the consumer,” Fecske tells XBiz. “For the first time, the adult industry has a [direct promotion] channel, which happens to be high-resolution and plays in adult stores right where the adult product consumer is making their purchasing decisions.”
The program revolves around ODBN’s Adult Store Channel (ASC), a network of plasma screens that play 30-minute, high-resolution loops of products available in the store, as well as the company’s adult store kiosks, which enable customers to get product previews and information by touching the screen or scanning a barcode of any product in a store.
ODBN handles the sales and remotely operates and manages the ASC network and kiosks, while New Beginnings stocks the physical products featured on the displays along with flags that make it easy for customers to find the products. ODBN also captures and manages customer data based on kiosk use.
New Beginnings and ODBN have been testing the relationship and concept with VC Distributors, which owns and operates 13 adult retail stores in Albuquerque and El Paso, Texas.
“We are selling products that never sold before, and those products that always sold well, like Vivid [Video], are actually selling even more,” VC Distributors President Robert Costa says, estimating that sales of related products have increased more than 25 percent since the network was installed in his stores 10 months ago.
According to Fecske, nearly three-quarters of adult retail customers don't know what they want to buy when they enter a store, leaving a large opportunity for impulse sales. By adding “dynamic billboards” such as touch-screen kiosks that provide product information and previews, companies can capitalize on that opportunity, he says.
Fecske says his company currently operates 60 plasma ASC screens in 20 stores, reaching an estimated 300,000 shoppers monthly, and has received 30 orders for its kiosks. Producers can remotely upload trailers and scenes into the adult store kiosks as well as purchase promotional space around kiosks. Stores also can have their own branding woven into the video loops.
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