News
The Guardian successfully trials digital screens in WHSmith
12th January 2009
Amscreen, Sir Alan Sugar's new digital signage company, has announced a partnership with Guardian News & Media, publishers of The Guardian and The Observer newspapers, following a successful trial with the company in WHSmith stores.
The deal will see Amscreen's close proximately signage screens rolled out across 25 independent outlets, across a number of university cities. A further UK-wide expansion is planned for 2009.
The screens, typically positioned above newspaper stands, will carry advertisements and information for customers on both The Guardian and Observer newspapers, including support for giveaways, supplements and special editions. In a recent trial of the Amscreen products in WHSmith stores, the screen advertising recorded a 5.22% increase on sales of The Guardian in the trial stores, compared with a 0.3% increase average in the other WHSmith outlets.
Amscreen is run by CEO Simon Sugar, former Commercial Director of Amstrad with Sir Alan Sugar as its chairman. Apprentice winner Lee McQueen has the role of Development Director, reporting into Simon Sugar.
Sir Alan Sugar commented: "We believe digital signage technology has great potential to create additional revenue streams for a range of brands and retailers. We're delighted to announce this deal with The Guardian and look forward to extending the relationship with them beyond the initial period."
Kai Muxlow of the Guardian said: "We are pleased to be working with Amscreen on this project. We are always looking for different ways to communicate with our customers and the recent Amscreen trial in WHSmith stores proves that the technology can help increase sales."