Design Bulletin: U.K.-based Asda recently completed the first phase of a six-month trial of in-store TV in two supercenters. Advertisers including Coca-Cola, Nestle, Procter & Gamble and Reckitt Benckiser benefited from exposure to the 850 consumers an hour who walked through the retailer's doors. The work improved sales rates by an average of 8.7%, according to point of purchase experimentation agency Retail Marketing In-store Services. POP's purpose is twofold: to inform and to entice. Shelf-edge activity and passive flat displays still have a part to play, particularly for category management and information provision, but aroma inks, 3-D engineering, digital screens and interactive touchpoints are helping create retail entertainment that drives footfall and provides a point of difference.
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