In-Store: Tesco fails to hit its 2004 target for in-store TV
Tesco TV will not meet its 2004 rollout target of 300 screens until next year, according to its media agency JC Decaux.
Spencer Berwin, group sales director, said to succeed, content had to
move away from traditional ads and promotions, to softer branded
messages.
Berwin was speaking at the Instore Show, where Mike Fabian, vice
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president of digital software provider Scala, criticised retailers for
delaying in-store TV's progress by not sharing their findings.
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