A company has launched what it claims is the UK’s first checkout conveyor belt to display advertising.
The Ad Belt is being trialled on two checkouts at Harry Tuffins’ flagship supermarket in Churchstoke, Powys. The belts, which are made from tough vinyl, have already attracted advertising from McCain. Vimto, Alpen and the NHS, and delivered sales uplifts of about 15% to 20% for the products advertised.
Konye and Ibe Amaechi, the brothers behind the initiative, said Ad Belt had the support of former Asda boss and industry heavyweight Allan Leighton, who was offering them advice and contacts. Similar belts were also planned for treadmills in gyms, as well as baggage carousels in airports. “We were a bit nervous about trialling it at first because it seemed too good to be true,” said Harry Tuffins operations director Richard Whittall. “But it’s working, and sales of Alpen cereal bars, which we’ve put near the tills, have increased by 15% to 20%.”
Meanwhile, Harry Tuffins is eyeing a number of store opportunities in the Forest of Dean area.
The Nisa-Today’s retailer has seven stores in the Welsh Borders, but this year acquired two stores in Gloucestershire from The Co-operative Group.
“Moving into Lydney and Coleford means we’ve got a big gap between there and our other stores,” said MD Paul Delves. “We’re interested in closing that gap and have been talking to the local council about sites.”