PAVE Announces StoreXpo Seminar Session

The Planning and Visual Education Committee (PAVE) has announced the details of its seminar session during StoreXpo in New York this December.

The panel discussion, on Wednesday, Dec. 7, 2005, at 3:30 p.m. in the Javits Center, will be entitled “The Evolving Role of Technology in Visual Merchandising and Integrating the Store Experience.”

Moderating the panel will be Nikki Baird, senior analyst, consumer markets, at Forrester Research (Cambridge, Mass.). Panelists will include: Ken Goldberg, ceo of Real Digital Media (Sarasota, Fla.); John Paul Orr, executive vp of sales and marketing, and general manager of National In-Store (Sarasota, Fla.), an Omnicom Group company; and Beth Corbett, vp, new media services, Nielsen Media Research (Oldsmar, Fla.).

“Falling costs of technology, combined with the challenge of reaching today’s consumer have brought a new awareness to the opportunity and value of in-store media – in-store technology that facilitates relevant marketing of a brand or product through the digital delivery of dynamic, customized content,” said PAVE, in a statement. “In-store media has the opportunity to provide ‘just-in-time’ messaging to consumers who are already primed to buy and highly receptive, while also capturing much more extensive information about consumer behavior in stores.”

The panel will delve into the major components of in-store media — content, distribution, presentation and measurement — and find out what questions you’ll need to ask and answer in order to begin taking advantage of this new way of attempting to influence consumer behavior. The panelists will also discuss the opportunities and challenges of incorporating in-store media into your overall brand experience.