Coca-Cola, Unilever and Nestlé are joining Procter & Gamble to test digital screen media in Asda next month.
Asda media centre director Sarah Brookfield said cabling and installation work was taking place with the trial going live on September 6. Two stores, Wembley and York, are being used in Asda’s first initiative using instore digital media.
The project is being run from Asda’s media centre, which handles all its store media opportunities (The Grocer, June 26, p4). The Asda trial will run for six months. Point of purchase industry association POPAI has helped devise an independent research programme, to be conducted by RMS.
Unilever Bestfoods merchandising manager Nick Widdowson said instore digital media had huge potential. But he warned: “There is still much to learn about how to get the best value from this in sales.”
Tesco is rolling out its instore TV channel following trials last year involving 62 brands. It says the average sales increase was 10%, while 10 brands saw uplifts of over 25%. JC Decaux is handling all media sales through a dedicated sales team.
Sainsbury has tested both shelf-edge and plasma screens but has yet to decide on its instore media strategy.
Siân Harrington

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