Tesco is aiming to increase sales with a new co-ordinated approach to on-site advertising that targets shoppers from the moment they enter its car parks right through to when they make purchasing decisions in store.
The retailer has merged its Tesco TV and point-of-sale ad teams within media partner JC Decaux, enabling the media giant’s brand advertisers to reach more shoppers. Six-sheet poster sites in car parks will be linked with those in-store and on the TV network in a bid to blitz shoppers.
JC Decaux group sales director Spencer Berwin said the new approach for Tesco would create the most effective point of sale media proposition on the market. “The overwhelming majority of shopping decisions are made once you’re in-store. To enable advertisers to reach those who’ve still to decide is clearly the best way forward.”
A new retail division has been set up at JC Decaux to handle advertising within Tesco, co-ordinating national and regional sales efforts. It will be headed by Mark Anderson, former account director for Avanti Screen Media and Media Vehicle.