Digital displays incorporating a new way of delivering video called ITrans have been used by Virgin Megastores in London and Glasgow to boost sales of Avril Lavigne’s latest CD ‘The Best Damn Thing.

Over a two week campaign in both London and Glasgow, sales comparisons were made between ITrans enabled stores and their non-screen counterparts.

The Megastores in Piccadilly Circus London and Glasgow Buchanan Street outperformed their closest Megastores without digital displays in Oxford Street and Argyll Street by 43% and 37%* respectively.

The ITrans project, which uses 62” ITrans digital displays, has been running in key Virgin Megastores in the UK since 2006, other sites include Birmingham Bull Ring and Manchester Arndale Centre.

The sunlight readable ITrans screens are particularly suited to retail locations because they can perform in bright shop windows which means that the image is always clear and viewable – something which other display technologies struggle to offer. 

Not only do the screens deliver pin sharp images with intense colour saturation, but they can also be seen in bright sunlight, close up and at an angle making them ideal for creating arresting window displays, particularly in high footfall retail environments.

Commenting, Tom Jarman, CEO of Screen Technology which developed ITrans said:  “ITrans displays open up a whole new opportunity for retail theatre by combining high quality images, impressive colour definition and true daylight viewing – a combination other technologies simply cannot match.”

“These screens really do make shoppers stop in their tracks and, as the figures show, generate sales.  The end result is a clear competitive advantage.”

* Source: Virgin Megastore EPOS Data