ICA has initiated a group-wide in-store TV project in Sweden and Norway. The aim is to combine fast messages with videos to create a medium that gives an informative, inspiring feeling in the stores. First out is the ICA Kvantum chain, which is introducing the new media channel in its aproximately 1oo stores.

ICA , one of the leading Nordic retail companies, has chosen ZetaDisplay to provide the technological platform, operation and other services. The investment will cover all store profiles: ICA Nära, ICA Supermarket, ICA Kvantum and Maxi ICA Stormarknad. ZetaDisplay assesses the order value just for ICA Kvantum to be about EUR 4.6 million over four years.

ZetaDisplay sees the investment as a breakthrough for digital moving media, also called Digital Signage: “ICA’s investment is a real pringboard for moving media in commerce,” comments Leif Liljebrunn, Managing Director of ZetaDisplay. “The market has been waiting for a key player to invest in this medium on a large scale and now ICA is taking the lead. Of course we’re very pleased that they have chosen our technological platform, and we expect other big retailers to follow suit.

ICA’s stores see over a million visitors each day. That means that ICA TV has the potential to be one of Sweden’s leading media channels, with viewer statistics on a par with the biggest television programmes,like the Eurovision Song Contest and the summer classic Community Sing-Along at Skansen. This means that we’re creating a new, powerful channel for ICA and the group’s suppliers.

ICA AB has signed a four-year framework agreement with ZetaDisplay in which ZetaDisplay will provide technological equipment on site in the stores and to ICA centrally, as well as its own software. In addition, ZetaDisplay will compile the content in its studio, co-ordinate communication with the stores and provide support and monitoring.

The decision and the project were preceded by a year-long assessment of the solution in ten full-scale test installations in ICA stores. Virtually all tests indicated that sales increased and customers spent more time in the stores. They also provided valuable information on how to formulate the content and choose a suitable number of displays and their placement in the stores.