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Beachwood Studios Production Facility

March, 2003


With the television audience becoming increasingly fragmented, savvy retailers are turning to alternative media to reach their target audiences on a high-impact yet cost-effective basis. One powerful new option that retailers are adopting in increasing numbers is narrowcasting. In-store retail networks combine the dynamics of broadcast quality video images plus animated graphics with the pinpoint accuracy of narrowcasting to highly motivated customers right at the point of sale.

One of the best examples of an exceptionally effective retail network is found in Best Buy stores. Minneapolis-based Best Buy Co., Inc. (NYSE.BBY) is one of North America’s leading specialty retailers of consumer electronics, personal computers, entertainment software and appliances. Taking advantage of major recent advances in both hardware and software, EDR Media of Cleveland designs high-impact messages for Best Buy’s most motivated prospects: people who are already shopping in Best Buy retail stores coast to coast.

Highly targeted merchandising messages about the latest products and current promotions are digitally distributed to monitors in the Computer Departments of Best Buy stores from EDR Media’s Content Hub in Cleveland. Then they are continually refreshed and updated, so customers receive the most current information in a dynamic manner right when they’re actively making their purchasing decisions. Timely information is continuously communicated to Best Buy consumers, including weekly Tuesday music and movie releases and Sunday supplement promotions. Along with Best Buy’s messages, EDR also incorporates vendor insertions and original content into a seamless, broadcast-quality play list.

While the latest technology has enabled retail networks to function on a very sophisticated level, content is still king according to EDR Media president, Peter Vrettas. “An effective message delivery system is important,” comments Vrettas, “but communicating timely, on-target information to in-store consumers with impact and imagination is even more critical.” Vrettas further points out that digital messaging systems can only be successful if they respond to the needs of store customers.

“Retail networks can also make retail environments more exciting and entertaining,” emphasizes Carre` Dawson, EDR Media Vice President-Retail Solutions. “And there is practically no limit to the variety of messages that can be displayed, from brand image spots, product information and special promotions to community events, entertaining trivia, live news feeds…even vendor advertising,” Dawson concludes. “Our customers appreciate the timeliness of information and offers that are enabled by this system,” adds Lynnae Thompson, Director of Interactive Program Design, Visual Merchandising for Best Buy.

The EDR Media solution is unique because a single system handles all aspects of content creation and delivery. When developing narrowcast networks and digital signage, EDR’s media platform has the ability to create, schedule, distribute, refresh content on a real-time basis, track programs and provide affidavits for advertising support, and dynamically play back individualized content to thousands of displays. Real-time insertion of content can be customized by date, time of day and geographic area to take maximum advantage of each store’s unique market environment.

About EDR Media.

Based in Cleveland, EDR Media is a comprehensive developer and producer of digital media content for a variety of applications. EDR has a video studio plus broadcast quality digital audio and video post production suites, as well as a complete creative team of producers, directors, computer graphic designers, writers, application developers, and interactive programmers. In addition to Best Buy, EDR has developed media solutions for a broad range of retail clients that includes Wal-Mart, Kmart, Burger King, Office Max, Dick’s Sporting Goods and Hertz.

About Best Buy Co., Inc.

Minneapolis-based Best Buy Co., Inc. (NYSE:BBY) is one of North America’s leading specialty retailers of consumer electronics, personal computers, entertainment software and appliances. The Company operates retail stores and commercial web sites under the names: Best Buy (BestBuy.com), Future Shop (FutureShop.ca), Geek Squad (GeekSquad.com), Magnolia Hi-Fi (MagnoliaHiFi.com), Media Play (MediaPlay.com), Sam Goody (SamGoody.com), and Suncoast (Suncoast.com). The company reaches consumers through nearly 1,900 retail stores in the U.S., Canada, Puerto Rico and the U.S. Virgin Islands.

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