Marketing Sense

Sri Lankan marketers say consumers’ need to be enticed even when at the supermarket shelves, as a new initiative that will see television screens spread strategically around the shopping isles gets underway. Sri Lankan marketers say consumers’ need to be enticed even when at the supermarket shelves, as a new initiative that will see television screens spread strategically around the shopping isles gets underway. Below the line advertising specialist Nelu’s Advertising Services on Tuesday launched a subsidiary that will concentrate on sensory marketing, including concepts that will play with the sense of smell.

Nelu’s Target Media will kick off its campaign with Keells Supermarkets by end March, installing a series of 17 inch and 7 inch flat-screen displays replaying sets of 30 commercials.

Nelu’s Director Marketing Kevin De Fransz said “each terminal will operate independent of each other, so they can display an entirely different set of commercials or other information as per the needs of the marketer and the relevance to the closest isle.”

The project aims to entice the consumer at the supermarket shelf, enabling them to translate the desire created through the advertising into an immediate