Source:  Digital Signage Expo 2008
Award Submission
Company:  Channel M
(www.channelm.com)
Client:  Ashley Furniture

Overview
The Ashley Furniture in-store video network produced by Channel M showcases the brand to reach customers at the critical point-of-purchase, reinforcing the intent to purchase Ashley brand furnishings. The network entertains and engages consumers, compliments merchandising strategies and provides the ability to adjust programming to reflect local tastes and offers. 

Objectives
The Ashley Furniture in-store video network is meant to entertain and inform in-store audiences, keeping customers in the store longer. The network aims to develop customer loyalty by cultivating brand equity and promoting retailer programs, as well as increasing awareness of brand and corporate initiatives, ultimately driving sales. 

Description
The in-store network delivers 40 hours of unique programming to more than 50 stores across the U.S. Programming includes brand identifiers and ads, music-driven and stylish graphic spots, and is seen on flatscreen monitors mounted throughout the store as well as positioned naturally in living spaces found in homes. 

Results
An Ashley internal study verified the network’s power:
“The programming really helps engage the customer, but it also allows us to reinforce our promotional messages to continue educating, and to advertise. The length of the programming also ensures the network stays fresh with employees.”
-- Ben Thorud, VP Operations 

Problems/Challenges
As the nation’s largest furniture retailer, Ashley clientele is quite varied. Therefore, it was challenging to developing content that resonates across a number of demographics and regions for the retailer’s in-store network, as a key goal of the network was to ensure that consumers personally identify with the programming. 

Solutions
To overcome the challenge of one network needing to appeal to many demographics in various geographies, Channel M programs different music styles that increase in tempo as the day progresses. This reflects the skew of shoppers from older to younger throughout the day. Different music themes also match regional preferences.