Brandweek reported today that the 7-Eleven franchise has launched their own digital video network in 60 stores scattered throughout California, Texas and Florida. Full rollout is expected by the end of next year.
Retailers, including Wal-Mart have been implementing digital television networks in their stores for some time now. Brandweek reports that these networks help “leverage [retailers] for in-store merchandising and creating a positive customer experience.”
The content aired on the in-store television will run in four-minute loops, in five different loops throughout the day.
Personally, I think this is a very interesting strategy. This may increase purchases made by “regulars” but I don’t know how effective it will be at targeting people who are swinging through for a pack of gum and a coke. I also believe that 7-Eleven is the first convenience store to launch a program of this nature. However, it reminds me of the really cheesy in-store loop ran by my bank. I feel awful for the employees who have to watch the loop over and over again.
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