Tesco's News Display Stands Show Only Child-Friendly Content
Laura McQuarrie — April 10, 2015 — Marketing
References: tesco & retail-week
After many concerned parents found that their children were at eye level with inappropriate content on news displays at Tesco, a campaign was launched and the supermarket decided to make a change.
Now, rather than displaying newspapers and tabloids in a vertical format, Tesco now keeps them laying horizontally in bins. Where these publications used to be displayed on the sides of these display units, there are now generic ads for the brands that publish the news-worthy content.
As a retailer that considers itself to be family-friendly, it was important for Tesco to respond to the issues that parents with a reasonable compromise. Now, consumers are still able to purchase newspapers and tabloids, and children too small to see over the sides of the unit won't be exposed to anything inappropriate.
Now, rather than displaying newspapers and tabloids in a vertical format, Tesco now keeps them laying horizontally in bins. Where these publications used to be displayed on the sides of these display units, there are now generic ads for the brands that publish the news-worthy content.
As a retailer that considers itself to be family-friendly, it was important for Tesco to respond to the issues that parents with a reasonable compromise. Now, consumers are still able to purchase newspapers and tabloids, and children too small to see over the sides of the unit won't be exposed to anything inappropriate.
Trend Themes
1. Child-friendly Retail Displays - Creating retail displays that are designed to be safe and appropriate for children, offering a solution to the issue of exposing young kids to inappropriate content.
2. Horizontal Format Displays - Adopting a horizontal format for displaying newspapers and tabloids in retail stores, helping to address the problem of children being at eye level with inappropriate material.
3. Brand Advertisements on Displays - Using generic ads from the brands that publish the news-worthy content on the sides of display units instead of displaying the publications directly, ensuring child-friendly content is showcased.
Industry Implications
1. Retail - Opportunity for retailers to create innovative and child-friendly display solutions, ensuring a family-friendly environment.
2. Newspaper and Tabloid Publishing - Potential for publishers to collaborate with retailers and create alternative methods of promoting their publications, such as branded ads on display units.
3. Advertising - Opportunity for companies to develop generic advertisements that can be used on display units, targeting a specific demographic and ensuring child-appropriate content is highlighted.
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