Retail Week Interiors - In-store TV lifts sales, says How and Why report

Research from How and Why, part of the Instrumental Media Group has uncovered a link between content on captive audience in-store TV screens, the money and time spent shopping, and number of items purchased.

The survey, conducted at The Mall in Epsom, showed an estimated uplift in like-for-like sales of 1.5 per cent. How and Why says this is significant when the turnover increase is measured solely as a result of customer response to improvements in the shopping environment.

Respondents under the age of 24 were most positive about the centre's TV screens, and overall 76 per cent were positive about the use of the medium. Shoppers also felt that screens should be even bigger than the 42-inch plasma screens that were deployed.