In-Store

Digital posters in Thomson travel agency stores have increased sales of holiday packages by up to 227% over stores using only static media, according to figures released by digital poster supplier Remote Media.

The price achieved for the packages, which can be subject to tough in- store negotiation because of heavy internet-based competition, increased by up to 365%. Thomson marketing manager Doug Glenwright says the retailer is now considering the extension of its digital poster network beyond its current reach of 100 stores.

Digtal poster campaigns for Thomson Ski and Thomson Arabian Gulf brochres ran in the 100 equipped stores, with no printed support. Sales were compared to 100 stores of similar sizes running just traditional P-O-P material. The Arabian Gulf brochures were not backed up by advertising outside the store environment, such as press ads, while the ski holidays were.

Sales and price achieved improved for both brochures in January, February and March. The prime month was February, when sales from the Arabian Gulf brochures in digital poster-equipped stores were 227% higher, and 365% more expensive, than in control stores.