Volumes 3&4 – 2011/12 – Marketing, Innovation and Entrepreneurship Issue (MIE6)

Marketing-at-Retail e Digital Signage

José Magano  1

1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal

To cite this text:

Magano, J. (2012), Marketing-at-Retail e Digital Signage, Percursos & Ideias, Vol. 3&4, pp. 67-87.

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Today’s society is changing at a fast pace, namely in the way brands, retailers and consumers interact. Consumer behaviour is changing as media is fragmenting, providing multiple channels to access goods and services. Digital media is growing rapidly on line, but also at the point of sale, as a means to provide customers with more rewarding and satisfying experiences, and to encourage them to buy. That’s the reason why currently concepts like Marketing- At-Retail and Shopper Marketing are gaining ground. Such changes shouldn’t be ignored by marketers, who should benefit from integrating marketing efforts at the point of sale, considered as equally important as other traditional strategic marketing dimensions. The text presents a case study about Xarevision, a Portuguese company that develops and implements marketing, advertising and promotional activities, both on line and in-store, supported by new media digital technology. Xarevisionprovides brands a means to advertise in-store, using Digital Signageas well as tools to improve promotion at retail (e.g. issuing coupons at the point of sale), with high impact at fairly low prices, when compared to mass media, at the same time reaching large audiences (at the moment Xarevision is present in MHC, a large Portuguese retailer network). The paper aims to summarize the conceptual aspects related to the case study: the current retailing context and the opportunities the changing environment generates, and the role digital signage and promotional activities, such as couponing, play today. Then it presents the case itself – the way Xarevision developed its portfolio of digital signage and promotional solutions to brands, dealing at the same time with retailers’ needs, before the evidence ahead: marketing-at-retail is back as a key component of brands’ marketing strategies.


Marketing at retail, Retail marketing, Shopper marketing, Digital signage.