Spar is to be the first convenience store operator to use instore digital media to influence shoppers at the point of purchase.

The retailer will pilot a network in six stores from the first week of September. The move follows Tesco’s high profile trial of Tesco TV and a test of this new media in Sainsbury. Other grocery retailers are understood to be watching the area closely.

Spar has chosen IQ Group’s RePromotion system for the trial. IQ will manage all aspects of the project, including media sales and content.

Spar advertising and promotions manager Simon Fisher said the retailer was confident the tool would enable its members to gain immediate competitive advantage “by influencing their customers at the point of purchase in a really compelling way and enhancing our promotional programmes”.

Stores in Farnham Common, Wordsley Green, Chadsmoor, West Malling, Great Kingshill and Swanscombe will feature up to seven screens ranging in size from 8inch to 20inch but predominantly 15inch. These will be located at eye-level on gondola ends and columns.