Tesco finally pulls plug on in-store TV network

LONDON - Tesco is shutting down its Tesco Screens in-store TV network, five years after the service, which was meant to revolutionise retail marketing, launched.

The supermarket said the decision was taken because the equipment was ‘outdated and energy inefficient'.  However, the service is not thought to have been generating a significant profit for the company.

Ivan Clark, director of digital and creative solutions at Kinetic, said: ‘When it launched Tesco said it would attract 5% of TV ad revenues but this hasn't been the case.'

When the platform, formerly known as Tesco TV, launched sales were handled by JCDecaux. It was designed to run a combination of relevant TV content and third-party ads on plasma screens hanging from store ceilings in aisles.

Last year, the sales business moved to Dunnhumby Retail Media, which is part-owned by Tesco. After a change in strategy, sound was muted on the screens and there was a stronger push towards self-promotion with an increase in the number of Tesco's own ads running in stores. Tesco said it is now developing ‘modern and energy-efficient alternative communication solutions' throughout its 2000 UK stores.


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