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 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...

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