The Bullring in Birmingham has contracted consortium NEC to install a media network of 28 plasma screens. The shopping centre is the latest in a string of retailers to move from paper-based promotional media to video screens.

Bullring network manager Ben Darji said: ‘We are delighted with the results of the digital media network and NEC’s plasma screens. The system has been fully operational from day one, enhancing the shopping experience.’

Other notable screen experiments include a pilot being conducted by Spar, in which the retailer hopes to claw back some of the expense of investing in the technology with revenue from third-party advertisers.

Tesco has also tested screens to replace promotional content at the end of each aisle.

However, there has been no evidence so far that the screens increase footfall. A report from Southampton University showed that shoppers are ambivalent about product promotions shown on plasma screens, but value general information, such as store opening times.

Topics