Sainsbury is to roll out its in-store TV network to its entire convenience estate this year, taking it into the Local fascia for the first time this month.
The scheme, claimed by operator Firebrand Media to deliver a 20% average uplift in sales for advertised brands, is already in 140 Jacksons and Bells c-stores.
The expansion of the network contrasts with trials by Tesco and Asda, which The Grocer revealed last year had both stalled with neither rolling out within their forecast timeframe (The Grocer, May 21 2005, p8).
Both retailers said this week that there were still no plans to extend their networks.
The roll out within Sainsbury’s convenience division will initially be concentrated on six Local stores in London. The retailer’s trading director for convenience, Richard Lancaster, said that its initiative had developed in a remarkably short space of time.
“The sophistication of the programming continues to be developed, maximising customer acceptance and giving us the confidence to expand the network into new areas of our convenience estate.”
Sainsbury has also been trialling a separate instore TV network, Fresh TV, in three of its larger stores, but has no plans to introduce it into more stores.
Firebrand Media commercial director Dipo Oyewole said that instore television had a stronger proposition within c-stores than in supermarkets as customers were shopping in them several times a week.
Within Sainsbury’s c-stores, the TV screens are placed at till points rather than above shelves to encourage a “buy now or buy later” attitude.
Rachel Barnes