The first brand names have appeared on Spar’s pilot instore screen network following a bedding-in period during which the retailer showed its own promotional messages only.

Alcoholic brands Smirnoff, Smirnoff Ice, Baileys, Guinness, Kronenbourg, Beck’s, John Smith’s and Foster’s are appearing on the network, the first to be tested by a c- store chain. Weetabix, Bird’s Eye, The Sun and The Times are also involved in the pilot scheme. Spar will continue to run its own promotional messages.

The project, which is managed by IQ Group, features screens of different sizes at different locations in six test stores. Industry association POPAI is sponsoring research, carried out by RMS, to evaluate the success of the system.

Spar advertising and promotions manager Simon Fisher said the retailer had received positive feedback from retailers involved in the scheme as well as from customers, with awareness of Spar’s Real Deals promotion boosted.