Morrisons Gift Card Endcap

The challenge

Blackhawk Networks challenged our team to create a standout gift card display for Morrisons. The project goal was to drive product awareness and increase shopper dwell time. Additional challenge to create a third-party revenue opportunity via advertising using screens in-store.

Success factors

Smart screens – 18.5 inch connected in a custom frame that retrofits into existing store equipment. A hot spot directly below the screen provides an area to highlight monthly featured gift cards.

Displayplan creates and manages all content, working with Blackhawk Networks and their key partners. All screens are connected and content is controlled via Displayplan’s intelligent content management platform. Device monitoring and a two-tier maintenance plan keep stores running. 

Results

Overall sales up approximately 25%

Featured cards with corresponding screen content achieved 60% sales uplift

Average 97% compliance rate is a 200% improvement over previous solution.

“Sales for featured gift cards are up over 50% after display installation. We can target content any way we like, and we can monitor compliance 24/7. What is not to like? Based on this success we are now pursuing similar solutions with other retailers.”  

Regional Director, Blackhawk Networks