The partnership entails a rights agreement where the media company will provide two to six carts to 26 of the retailer's stores from February 2008, with more branches to be added soon. The media company will then open the available advertising space to various clients. This unique media platform is sure to pique the interest of cosmetic and pharmaceutical companies who wish to have their brand top of mind with the retailer's shoppers.
"Dischem embodies family values and health - making them a perfect partner for Icon Media," comments Storm Ackerman, Icon Media's GM. "Our studies reveal that approximately 20% of all mall shoppers have children, so it follows that our trolley's which not only entertain children, but also offer more space are bound to be a hit with the retailer's customers."
