Tesco to launch in-store TV

net1

UK supermarket giant Tesco, is set to roll out its in-store TV strategy following an eight-week trial that showed 90 per cent of customers are happy with the new medium.

French outdoor advertising company JCDecaux has won the in-store Tesco TV account, which will see the supermarket initially roll out a television network in its 100 biggest stores after extensive trials, giving media buyers access to around 10 million new consumers a week. It is understood that the outdoor company won the contract after The Media Vehicle pulled out of the race. JCDecaux already holds the contract for outdoor advertising for Tesco's 850 stores.

The Tesco plasma screens will be located in seven store zones: the power aisle, from which other aisles are accessed; grocery; health and beauty; beers, wines and spirits; home entertainment; specialty counters such as the delicatessen; and the in-store cafe. The screens will only show content that is directly related to products in the zone.

Jeremy Male, JCDecaux's CEO, said: "Seventy-five per cent of buying decisions are made at point of purchase so this is media where it matters. As they shop for products, customers can view content and in-store promotions on screens and pick up the products within seconds of seeing the ads. With Tesco being the leading supermarket this has huge potential for advertisers."