Through the shopper’s eyes - a new perspective on the in-store new media debate

This paper examines the impact and potential of in-store new media from the shopper perspective. There has been considerable press coverage in the United Kingdom of the in-store TV trials being conducted by a variety of retailers, and the claimed sales increases achieved by this new media are impressive.

Through the shopper's eyes

A New Perspective on the In-Store New Media Debate

Danielle Pinnington and Eve ElderfieldShoppercentric Ltd, United Kingdom

INTRODUCING IN-STORE TV

In-store TV, otherwise knows as CAN (Captive Audience Networks) or Digital In-store...