The Hindu Business Line : League One launches in-shop ads thru LCD screens

Mumbai, Aug. 9 While everybody is focussing on the entry of big retail shops and innovating ways of marketing, a Delhi-based marketing services company is quietly revamping the way traditional retail outlets advertise. League One has launched in-shop advertising of brands through 32 to 40 inch LCD screens placed in various retail outlets.

Each digital video screen is attached to a central system by broadband connection. Every product gets a display slot of one minute, with 10 to 12 hours of display time per terminal.

Also, specific time slot for training videos meant for store staff in resource training is provided.

Envisaging the country’s retail sector revenue to go up to Rs 12,00,000 crore, the company is targeting telecom, lifestyle, pharmaceuticals, IT, modern departmental stores and select retail chains to set up its display screens.

“We want to provide the small multi-brand but upmarket retailer with the option of advertising at the last retail point, where 70 per cent of the buying decisions are taken,” said Mr Rajiv Gupta, owner of the company.

The ad content would be in the ratio of 60:40, with the lower rate being content generated by the company.

“In the intervening period between two ads, we will display ‘relevant messaging’ on the screens and educate the customer about, say, the presence of particular vitamins in health drinks or ways to combat obesity,” he said.

The company launched the facility in 200 outlets last month in Delhi and National Capital Region and 500 in Punjab, Haryana and Chandigarh.

It plans to make the facility available in 1,000 networked retail outlets covering 10 cities by Diwali and later take the number to 5,000 in 34 cities.

The average investment per outlet is Rs 1 lakh and initially, the company is looking at formats with 250 to 400 sq ft areas. The employee strength is 63, which will be increased to 400 plus in two years.

The marketing concept is a hit in China with the presence of over two million display screens, while it is still at a dormant stage in India, with only a few big shopping malls employing the concept for advertising, he added.