TV Takes Foot Traffic Seriously

Nov 18, 2002

By George Anderson

A retailer in the UK is installing plasma television screens into the floor of stores, says

The Oxford, Swindon and Gloucester Co-op is installing two 42 inch sets into the floor of its Carterton store. The screens will run advertisements and promote products on sale and special offers. The store expects to have the sets operational in time for Christmas.

One set will be located within the store’s seasonal area, advertising Christmas promotions initially. The other will be located near the self-service checkout.

Bill Laird, food division controller at the Oxford, Swindon and Gloucester Co-op, said: “We are only planning two screens at the moment partly because they weigh 300kg and need a big hole in the shop floor. We think it is a great idea because there are few walls in supermarkets on which to place a screen and you don’t want to clutter the air space available.”

Moderator’s Comment: Will in-floor plasma screens grab
and hold the attention of consumers shopping in a store?

The marketer of the products, Flasma, certainly hopes
so. All we can envision are shoppers running up the heels of each other as they
have their attention diverted from the others that are around them.
Anderson – Moderator

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