from Dan Munford, partner, Insight Research

Sir; Your feature on in-store media (The Grocer, January 21, p40) contrasted Nisa-Today’s decision to scrap in-store TV with Sainsbury’s plan to roll it out. Our research tells us that suppliers also have mixed views on this new media.
But perhaps we should get away from a ‘does it work or not’ style debate. In-store TV sounded sexy and this raised unrealistic expectations. As ads only seem to work if they’re less than 5-10 seconds, ‘moving posters’ might be a better description than TV. In larger stores, they are effective if they add value to the shopper.
Perhaps significantly for c-stores, they can also assist product selection and speed things up. This may prove useful for c-store operators developing more mission-based layouts.