News UK says it wants to install digital screens in thousands of local shops across the country to help grow sales of its titles.
As part of its Retail+ programme to install branded fascias, signage and display units, the Sun and Times publisher is asking retailers to opt in for outward facing units which will run adverts.
Trials are currently under way in 40 stores where News UK has bought space on screens operated by Street Social and will use the sample to measure success before deciding on the scale of investment.
News UK said there was an average sales increase of 4.2% among retailers currently using its headline units which display the front page of the papers.
[pull_quote_right]There’s only a handful of suppliers investing in the channel to this degree. Retailers would be mad to turn it down[/pull_quote_right]
Field partner manager Tony Parker said: “As part of our ongoing long-term investment in our brands, digital screens is an area we believe offers significant potential to drive sales.
“We have already seen the success of using our headline display units in increasing sales. The benefit for retailers of digital screens is that they don’t have to do anything and it means we can be much more creative than simply using a printed page to interact with readers.”
As part of Retail+, News UK is offering packages worth up to £3,000 to help boost category sales and revitalise the appearance of stores through fascias, window friezes, blades or display units.
One retailer impressed with the proposal of digital screens is Steve Archer, who runs three stores in Cheshire and Staffordshire.
He said: “There’s only a handful of suppliers investing in the channel to this degree. Retailers would be mad to turn it down.”
Meanwhile, The Sun is sending out 22 million copies of a special promotional sampler by post to homes in England to coincide with the start of the World Cup on 12 and 13 June.
It will be produced alongside the usual paid for issues.
Do you think one of News UK’s digital screens make a significant difference to your sales? Tell us below and vote in our poll!