Tesco Resuscitates Instore TV

08 August 2007

CHESHUNT, UK: Tesco, the UK's dominant supermarket brand, has enjoyed significantly less success with its instore TV programme than it has with showing a clean pair of heels to Wal-Mart and other rivals.

The retail giant closed its instore system - branded Tesco Screens - last August and switched its management from French out-of-home advertising giant JCDecaux to a relatively small UK CRM specialist, dunnhumby.

At the time of its launch in 2004, Tesco and JCD boasted they would carve a substantial slice of adspend from the traditional TV market. A prediction that proved to be so much hot air.

At its relaunch Tuesday, Tesco Screens now comprises 5,000 LCD and plasma screens across one hundred Tesco and Tesco Extra outlets - the stores in question accounting for one third of all the retailer's UK sales.

Onscreen content will be tailored to match customer profiling and other data culled, presumably, from the retailer's massive Clubcard database.

Hypes dunnhumby's Joel Hopwood, who runs the Tesco operation: "By focusing on shopper needs instore and integrating Tesco Screens into the retail experience we have leveraged our thirteen years of media and marketing experience to radically reinvigorate the proposition and ensure it provides what the consumer wants."

Whether or not it provides 'what the consumer wants' remains to be seen. But Mr Hopwood clearly demonstrates an impressive command of marketing gobbledygook.

Data sourced from mad.co.uk; additional content by WARC staff