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...