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Use Tesco in-store Screens to Drive Awareness and Sales

Provided by dunnhumby Ltd
Tesco in-store screens have the ability to encourage trial of new products and help push promotions in-store

Tell us about the Opportunity / What is it?

Tesco in-store screens brings the power of digital media to in-store marketing. Sited in 100 of Tesco's Extras and Superstores, it delivers engaging, impactful communications using animation and sound. dunnhumby has transformed the network to deliver maximum brand impact and outstanding value for advertisers, whilst also being fully accountable for its impact on product sales in-store.

What is the Marketing Objective?

In-store screens can deliver a powerful branding message as well as help to drive sales of products in-store. Within categories where competition is fierce, screens cited within relevant grocery aisles can help your brand to cut through the many other messages available in that aisle.

How does it work?

Screens located in the Power Aisle (the main grocery shopping aisle) have the ability to target all shoppers within that store with a simple and short message (5 seconds) to help drive customers to specific aisles. Once in the aisles, screens can deliver a more detailed message (15 seconds) to those customers who it will be more relevant to. Screens are located in the Grocery aisles as well as in BWS, Health & Beauty and Ents aisles, for maximum coverage of the store. The screens are on a 5 min loop;slots can be bought as standard within that loop or in flexible dayparts.

Who's used it in the past?

dunnhumby has created templates for clients to help position the product's offering in-store; whether they are promoting an in-store promotion, launching a new product or generating awareness of products in-store. Clients can also use bespoke creative that links with their ATL activity; achieveing significant uplift in sales, with a positive sales to cost ratio. Apple iPod, Kellogg's and Wrigley's are just a few of the clients that have successfully used in-store screens for branding messages using flash animated graphics.

Features / Benefits

In-store screens are a cost effective way of targeting a large scale audience in a relevant shopping mindset, and have the flexibility to target by daypart. Screens can help drive traffic to the specific product aisles; which can be particularly important in low-traffic aisles, or where the category is highly competitive. Screens are also valuable at helping to make customers aware of new products and locate them in-store. All screens campaigns have a detailed evaluation included; using the richest data available from Tesco Clubcard.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50kAll Adults
25 - 34
35 - 44
45 - 54
LocationTimingsMarketing ObjectiveOpportunity Type
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