We are interested in using TV screens in stores for marketing purposes, but how can we make them pay for themselves?

Both Asda and HMV have recently announced that they will use digital screens in their stores to market to their customers.

Dailydooh.com digital screen expert and editor in chief Adrian Cotterill says that digital screens can be a more engaging and effective communication tool for customers and staff than static posters. But you have to get the content right.

He advises that retailers ignore screen suppliers that say the ad revenue generated from these screens will more than cover their costs, as the return on investment should be derived from sales uplift. In addition, softer measures are crucial to measuring their success.

Cotterill says: “If you have local retail staff who want to turn that screen on every morning – and more importantly not turn it off during the day – you are already on your way to having a winner.”

He adds: “Local staff need to know that they can add their own messages and promotions to the system probably through some form of online web portal that is signed off by head office.”

Depending on the retailer, the return on investment could be based on shifting distressed stock or promoting latest deals tied into major ad campaigns. However,

Cotterill believes the biggest return on investment is the reduced cost of point-of-sale materials, and the fact that digital screens can be greener than printed point-of-sale marketing material.

He concludes: “A number of studies have proven that replacing posters with digital screens and projected displays does actually reduce the carbon emissions.”