Shopping centre operator The Mall Corporation is to roll out an in-store TV network across its 17 malls, following a successful trial at its centre in Epsom, Surrey, earlier in the year.
Retailers that took part in the three-week TV trial, including Superdrug, Thorntons, Dixons and HMV, enjoyed an increase in turnover of 1.5 per cent, according to research from Brunel School of Business and UMIST.
The research also suggested that to achieve an equivalent increase in sales, a centre of Lakeside's size would have to invest around£12 million in extra space. However, this would only bring in extra rent of about£600,000.
The Mall Corporation chief executive Ken Ford said the company was 'raising the boredom threshold' of mall shopping by developing the network into other centres, with an initial roll-out in three malls. 'We hope to grow it out quickly to the rest of the estate very soon,' he said.
The trial was operated by media strategist How & Why, which is part of Instrumental Media Group, and involved satellite company Globecast installing 23 plasma screens in the participating stores and common areas within the mall.