Through the shopper's eyes

A New Perspective on the In-Store New Media Debate

Danielle Pinnington and Eve Elderfield
Shoppercentric Ltd, United Kingdom


In-store TV, otherwise knows as CAN (Captive Audience Networks) or Digital In-store Media networks, are being introduced across the retail spectrum in the United Kingdom – from major retailers such as Tesco through to owners of shopping malls.

From a business perspective the potential is clear, with the key business rationale for introducing in-store TV including:

  • Generating advertising revenue from sale of advertising space

  • Achieving sales growth from featured brands

In addition a number of operational benefits have been noted, including: