TSR bartering at the kiosk
Ad screen At Naville, TSR merchandising products and program content are to be promoted.
Ad screen At Naville, TSR merchandising products and program content are to be promoted.
For Naville to even start thinking about screens at the kiosk (WW 9/05), it obviously needed the impetus of the French-speaking Swiss television station TSR. In any case, it all started with the book on TSR's 50th anniversary, which was distributed last year via Naville sales outlets, among others. Figures on how well the book sold at newsstands are not available. But sales must have been so good that Naville approached TSR and asked to be allowed to sell other items from the TSR boutique - primarily books, DVDs and videos. "We agreed, but wanted a kind of barter deal: Naville would be allowed to stock our boutique products on its shelves, but in return would also do something for promotion," says TSR press officer Manon Romerio, describing the negotiating position of French-speaking Swiss television. In the course of the talks, the idea of screens at Naville sales outlets crystallized - probably along the lines of the British American Tobacco (BAT) screen network at independent kiosks in French-speaking Switzerland that has been in place for a good eighteen months (see WW 7/05).
However, there was one difference: TSR didn't just want to advertise its own merchandising products or other kiosk items, they also wanted a promotional channel for their own program content. "TSR has various short formats and we now want to test how these are received by kiosk customers," says Romerio.
Weather reports, short news items or sports results would also be possible. However, the spokesperson emphasizes that there are no plans to feed them into the screens at the same time. "And we won't be producing any special programs for the new screens."
However, it is not yet clear whether there will even be a cooperation in the screen area. It is also unclear how long a loop will be - and how large the proportion of TSR content would be. All of this is currently the subject of a test at a single kiosk in Geneva. If this is successful, Romerio estimates that around 50 to 100 Naville sales outlets could be equipped with screens. The investment would be Naville's responsibility, TSR would supply the content and SRG subsidiary Publisuisse would be responsible for advertising sales. Whether this will happen will be decided by the middle of the year, says Romerio.
Also an issue for ValoraScreens at the kiosk - this is also an option for Valora with its 3000 k kiosks in German-speaking Switzerland and Ticino. "We have been pursuing this topic for several years and are convinced that our sales outlet network is ideally suited to it," says press spokeswoman Stefania Misteli. She also believes that "our partners and suppliers would certainly welcome this new form of communication at the k kiosk".
Nevertheless, the retail giant is hesitating with the implementation, currently
The cost-benefit ratio is still being examined. "The main cost drivers are still the flat screens," says Misteli. In other words, Valora is shying away from the investment and waiting for screen prices to plummet. "In due course", however, the company will "certainly press ahead with such a project", she assures. (mk)
Markus Knöpfli
For Naville to even start thinking about screens at the kiosk (WW 9/05), it obviously needed the impetus of the French-speaking Swiss television station TSR. In any case, it all started with the book on TSR's 50th anniversary, which was distributed last year via Naville sales outlets, among others. Figures on how well the book sold at newsstands are not available. But sales must have been so good that Naville approached TSR and asked to be allowed to sell other items from the TSR boutique - primarily books, DVDs and videos. "We agreed, but wanted a kind of barter deal: Naville would be allowed to stock our boutique products on its shelves, but in return would also do something for promotion," says TSR press officer Manon Romerio, describing the negotiating position of French-speaking Swiss television. In the course of the talks, the idea of screens at Naville sales outlets crystallized - probably along the lines of the British American Tobacco (BAT) screen network at independent kiosks in French-speaking Switzerland that has been in place for a good eighteen months (see WW 7/05).
However, there was one difference: TSR didn't just want to advertise its own merchandising products or other kiosk items, they also wanted a promotional channel for their own program content. "TSR has various short formats and we now want to test how these are received by kiosk customers," says Romerio.
Weather reports, short news items or sports results would also be possible. However, the spokesperson emphasizes that there are no plans to feed them into the screens at the same time. "And we won't be producing any special programs for the new screens."
However, it is not yet clear whether there will even be a cooperation in the screen area. It is also unclear how long a loop will be - and how large the proportion of TSR content would be. All of this is currently the subject of a test at a single kiosk in Geneva. If this is successful, Romerio estimates that around 50 to 100 Naville sales outlets could be equipped with screens. The investment would be Naville's responsibility, TSR would supply the content and SRG subsidiary Publisuisse would be responsible for advertising sales. Whether this will happen will be decided by the middle of the year, says Romerio.
Also an issue for ValoraScreens at the kiosk - this is also an option for Valora with its 3000 k kiosks in German-speaking Switzerland and Ticino. "We have been pursuing this topic for several years and are convinced that our sales outlet network is ideally suited to it," says press spokeswoman Stefania Misteli. She also believes that "our partners and suppliers would certainly welcome this new form of communication at the k kiosk".
Nevertheless, the retail giant is hesitating with the implementation, currently
The cost-benefit ratio is still being examined. "The main cost drivers are still the flat screens," says Misteli. In other words, Valora is shying away from the investment and waiting for screen prices to plummet. "In due course", however, the company will "certainly press ahead with such a project", she assures. (mk)
Markus Knöpfli
