NEWS
How indies can benefit from e-price tags
RETAIL TECHNOLOGY provider The Herbert Group has said that indie retailers are among those set to benefit most from the industry’s adoption of electronic pricing tech. The firm recently
provided electronic shelf- edge price labels for a trial in Dixons Retail stores. The labels automatically adjust prices store-wide depending on how they fare against competitors’. When asked whether
the services would provide advantages to independent retailers as well as multinational brands, Mark Channen, Head of Marketing for the
company, told PCR:“There is a positive trend of consumers supporting indies and shopping locally, and electronic shelf labels can ensure that prices are kept competitive to encourage this. “Why go out of town when the best deal can be found locally at your independent?” However, Wilfried Beeck, CEO of ePages, told PCR: “Retailers are in danger of entering a price war which is very hard to win.” In response, Channen
argued that the tech would provide an experience that online wouldn’t be able to recreate.
‘PC brands should be live streaming’
Twitch says it reaches the broadest dedicated gaming audience by Matthew Jarvis
PC FIRMS can capture the ‘TV cord-cutting’ 15-35 year old demographic by launching a streaming page, says Twitch. “No other site has established itself as a platform for the entire video game ecosystem,” Matthew DiPetro, VP of Marketing at the company, told PCR. “We currently have more than 100 publisher and developer channels, dozens of the top media outlets, every major press conference and of course
an audience far larger than on TV – the Twitch- broadcasted League of Legends final in October was watched by 32 million people, three times the peak viewership of The X Factor. “Twitch offers an array of
the top teams, players and events in the esports scene. If you are a business looking to reach the broadest dedicated gaming audience, Twitch is the only site with that appeal.”
Businesses that harness the platform could capture
ad products from traditional ad placements to innovative new offerings like Commercial-Free on Twitch”, explained DiPetro. “The latter enables companies to offer an ad free experience to the Twitch community for a day with a short bumper that touts the sponsor.”
10 | PCR January 2014
www.pcr-online.biz
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