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.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here