Picardy target £750 million POP market with Brand Radio

Picardy Media Group, through their radio subsidiary in Glasgow and Manchester, are aiming to capture a "significant section" of the £750 million spent on Point of Purchase marketing by UK retailers with their new product – Brand Radio.
Picardy’s chairman, Iain Hogg, claims that Brand Radio has the potential to become one of the most successful POP tools to increase sales within retail outlets.
The Brand Radio technology, owned by Picardy Media Group, delivers audio and video content effectively to customers at point of sale as a branded radio station. It enables retailers to choose the styles of music most suited to their brand image and customer demographics, all of which is played from the hard drive of a standard PC and not a satellite. This is interspersed with pre-produced commercials and other motivational and promotional messages. In store customers can learn about any new products or special promotions.
Mr Hogg said: "Brand Media enables retailers to make more money out of their existing premises by targeting messages and important information to their customers while they are on site. It gives multi-site retailers consistency in its communication and central control with customers and staff but also allows individual sites the flexibility to run locally targeted content."
The advance is designed to provide cost effectiveness as a PC and Picardy software and an ISDN connection. The software can serve as a new revenue stream whereby retailers can sell advertising space to suppliers so their commercials are also broadcast to in-store customers.
Mr Hogg added: "This new concept has potential to become part of the POP mix and we are targeting a significant section of the £750 million spent on Point of Purchase by UK retail firms each year."
Brand Radio is currently being introduced to the UK's top 500 Retailers.
Brand Radio, www.brandradio.com
(GMcG)