Digital signage is revolutionising the way POP information is disseminated. When integrated into merchandising programmes, EPoS and supply chain, it will become a crucial element of grocery retailing, say the experts. Tesco is leading the way with its Tesco TV retail media network across 100 stores, using satellite technology. Stores have seve­ral &'channels&' for different aisles, with advertising space bought by brands and airtime also given to news, sport, weather and Tesco brand-building.
"Customers enjoy getting the latest information and the retailer creates new reve­nue by selling advertising space," says Rob Schmidt, corporate marketing manager at digital medial supplier Hughes, which supports Tesco TV. "The future will see integration of digital screen content with shelf-edge pricing, personal shopping units and EPoS."