Sainsbury has finally ditched its unsuccessful in-store Fresh TV pilot after almost a year of trials.
In its place, the supermarket will roll out a new in-store TV network across its entertainment department only, which uses a mix of large plasma screens and smaller shelf-edge touchscreens.
A spokeswoman said the trial of Fresh TV, which flagged up offers across the whole of the store, had not proved cost-effective. She added that a more targeted approach was the way forward.
Entertainment Xtra, supplied by Retec Interface on a three-year contract worth £5m, will be rolled out to at least 100 stores by October to be ready for Christmas trading. It will feature information from Sainsbury as well as supplier-funded ads. The system has been trialled in eight stores since last year, generating sales uplifts in the entertainment department of up to 26%.
Each store in the roll out will receive at least three large screens for general in-store advertising and four shelf-edge screens promoting nearby products. The Fresh TV trial involved more than 120 screens in each store.