Boots to launch in-store TV pilot

Boots is piloting an in-store television channel in four of its stores, using the system to showcase products from suppliers as well as those sold under its own name.

The retailer is using digital media network operator Avanti to run the trial, which began at the end of last year.

It is understood that advertising is being broadcast alongside content demonstrating the benefits of products stocked in the store.

Boots is the latest retailer to trial in-store TV, others being Tesco, Safeway, Sainsbury’s and WH Smith in its high street stores. It is expected that Tesco will soon unveil plans to introduce Tesco TV into 300 stores, giving third-party advertisers access to up to 10 million customers a week (MW last week). Tesco TV carries news and sport updates, information about Tesco and its products, promotions and third-party advertising.

Avanti already operates an in-store digital TV system for hairdressing chain Toni & Guy, interspersing music, lifestyle information and movie reviews with advertising from third parties, such as manufacturers of haircare products. It has also run a trial for travel agents Lunn Poly in ten stores featuring holiday promotions.

Last year Avanti bought Translucis, which operates a TV network called Magnetic across 320 bars, from Diageo. It has also launched a TV music channel called MVN in 250 pubs that will carry advertising in between the latest music videos.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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