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Thomson wins award for in-store digital posters
Thomson has been recognised for ‘Best use of in-store marketing technology’ in the latest Retail Systems Awards.
Its digital posters, which use 32” portrait LCD screens, play rotating static images over a three-minute loop to promote tactical offers. Content is updated using wireless technology.
The screens were introduced into 100 of Thomson’s top performing shops to inspire and entertain customers and to educate and inform staff.
Doug Glenwright, marketing manager customer experience, said: “Travel is a highly visual product – yet agents traditionally only use brochures to bring holidays to life. Our digital posters rectify this.
“In the six months the “Digital Poster” network has been operating it has not only been self-funding, but revenue generating. Monitoring has suggested that staff knowledge of destinations has improved and most importantly, sales of advertised products has also increased.”
By Bev Fearis
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Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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