JML simplifies in-store TV with wireless screen trial at Boots

JML is starting trials of its point of sale video screens in 10 stores, including Boots at Brent Cross.

The screens use a mobile telephone network to receive video content and send back data on how many people have watched the screens.

The units, which simply plug into a power socket, can pick up video content without any other connections.

The flat screens keep track of how many times an advert is broadcast, and use a motion sensor to estimate how many people are watching. This information can then be sent back to head office using the same GPRS (General Packet Radio Service) network.

The screens download new videos overnight - it takes three hours to download a 2-minute promotion video.

JML sales director Ken Daly said: 'Admittedly, the screens are expensive and content is expensive too, but they're very easy to use and very reliable, because they have no moving parts.'

Daly said JML typically sees sales uplifts of up to 400 per cent where the screens are used. This is because JML products need to be promoted or demonstrated to customers - the trial with Boots will demonstrate the 'invisible bra'.

For retailers, the system signals a move away from traditional videos and DVDs. The system is wireless, except for a power cable, so it can be moved around the store if required.

Because it is so easy to upload, different content can also be played at different times of day.

JML runs 7,000 traditional TV and video units in shops across the UK and Ireland.

The company is negotiating roll-out of the screens into 300 Boots stores.