UK retailers can boost DAB signal in-store to maximise sales

Following a successful, year-long trial of DAB repeaters installed in Currys Superstores and John Lewis branches, regulator Ofcom has agreed to put in place a permanent licensing regime for all retailers across the country.

Since the scheme was approved last year, DSGi has moved quickly to install repeaters in over 300 of its Currys stores, enabling DAB digital radio to be more clearly demonstrated to consumers.

Many electrical retailers suffer from poor analogue and DAB signal strength due to the steel framed infrastructure of the building or their basement location. Installing a DAB repeater on the roof of the store means a signal can be boosted in-store and DAB radios can more easily be demonstrated, thus increasing sales potential. Indeed, some stores have reported as much as 30% uplift in sales simply by ensuring all DAB radios enjoy clear, uninterrupted reception.

Says DSGi’s Trading Manager, Amanda Cottrell: “We know from experience that demonstrating DAB radio in-store is the best way to show consumers the benefits of more station choice, ease of tuning and clean, digital quality sound. Consumers like to get hands-on with new technology and these DAB repeaters will help us to maximise sales in areas where demonstration was a problem.”

The scheme is now open to all retailers via the Digital Radio Development Bureau (DRDB), which will manage the licensing of repeaters in conjunction with Ofcom.

Source: Radio Netherlands Worldwide's Media Network, DRDB

• Radio Netherlands Worldwide's Andy Sennitt comments:
Do you think this is an honest way to sell DAB, bearing in mind that in cities many of the customers will themselves be living in steel framed buildings? If the signal stength being demonstrated in the stores is significantly higher than the strength of the signals that the customer will encounter outside, isn’t this a misleading - I hesitate to use the word dishonest - way of selling the technology?