A new floor-set plasma screen technology is on trial by the Oxford, Swindon and Gloucester Co-ops, which puts relevant promotional messages literally at customers' feet.
The Flasma system displays moving images in the supermarket aisle floors, promoting special offers and advertisements.
It can also provide directional information, news reports, cookery tips or the latest football results. The controlling software can be store-based, so that branch managers can alter and update information as need be.
The Flasma screens install- led at the Co-op's flagship Carterton store in Oxford, have been tested rigorously over a number of years to ensure they are perfectly safe for shoppers to walk over and are thoroughly water resistant.