Screen test: could we ever reach a point where there won't be a cardboard display in sight? Peter Hemple looks at the rise of electronic screens and why the sector is split over how best to use them and where to put them. (Technology).

In Store Marketing | April 1, 2002| | Copyright

The number of electronic screens in retail outlets has been rising steadily and looks set to keep on growing. But there is a lot of confusion in the industry over the new medium. What size screens are most effective, where they should be placed, and whether they should play ads or promotions are just some of issues retailers are facing.

The situation is made worse by the companies which supply the screens differing over which formula is most effective at driving sales.

Seven Worldwide is on the side of using plasma screens to show promotions and not ads. ...

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