The supermarket giant recently found that, though many men drive their partners to supermarkets, they tend to stay in their cars to listen to news and major sporting events on the radio.
Postcard-size plasma screens have been fitted at eye-level on shelves in place of the traditional printed labels that give product information. They will be on trial at four stores for an initial period of eight weeks, giving customers information on the latest news and sports.
"The trial period might be extended, depending on customer feedback -- they may say, for example, that they work fine in the fresh produce sector but could be improved for beer and wine," said a Sainsbury's spokesman.
If they are successful, the screens will be rolled out nationally. Previous trials in Sainsbury's stores have included television screens above the shopping aisles, but it was felt they didn't work because they were not in the customers' line of sight.
As well as giving customers the latest news, sports and weather forecasts, the screens will detail product and promotions information -- another finding of the research was that many customers want to be more informed about the products they are buying.
Project leader Lorna Connelly, said: "This is far removed from the original price cards that appeared in Sainsbury's in the 1950s. Customers always indicate in feedback that they want to be enthused and inspired while they shop. This gives them lots of information in a really fun format."
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