SuperMediaStore Coupon

Investigates the UK market for in-store advertising media - anything from till roll advertising to floor tiles and in-store radio - and reveals that those selling such media claim that 60-80% of brand decisions are made at the point of sale, making these media potentially very powerful. Canvasses two UK supermarket chains for their views and planned actions; finds that Asda, with electronic 'coupons' and in-store radio, and Sainsbury, with an electronic loyalty card, are both exploiting improved data on purchase habits to direct in-store promotions.

Keywords: ADVERTISING, ASDA, RETAIL TRADE, SAINSBURY'S, SALES PROMOTION, SUPERMARKETS