Kwik Save to offer radio ads in store

Kwik Save is offering brand owners the chance to reach shoppers as they push their trolleys around its aisles by advertising on its in-store music system.

The 884-outlet chain, which last March merged with Somerfield, has been in talks with a number of companies, opening the way for major in-store radio advertising for the first time. Initially the system is expected to be rolled out in Kwik Save outlets.

The music system is made by US-owned AEI, and is already used by Kwik Save, WH Smith and Wilkinson’s to advertise in-store promotions. Petrol companies are considering using the system on their service station forecourts.

Kwik Save, which has carried out trials with stock cube brand Oxo, has approached marketing agency Ashford Associates to sell the scheme to advertisers.

Ashford quotes 5,000 per month for nine 30-second transmissions a day. It claims these in-store radio messages cost less than the average price of radio ads.

Ashford Associates director Mervyn Ashford says: “This is a good opportunity to sell products at the point of sale, and possibly to pinpoint specific stores and change the message day to day.”

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