Graphics on the floor are being used by Staffordshire franchised dealer Knights Group to communicate its offers to customers as they explore the premises.

Ben Elliott, customer relationship manager for Knights, which has BMW and Mini dealerships in Stoke and Stafford, said: "The graphic panels have been developed by Applied Media and enable us to position our promotions in innovative new locations. The graphics are quickly installed and easily removed or replaced.”

Knights is now running four campaigns to promote the purchase of winter tyres, finance deals on the BMW 116i and the Mini One Hatchback plus used car sales.

The initial campaign is scheduled to be updated on a quarterly basis to communicate changing offers and promotions.

Applied Media business development director Larry Walsh said: "Until now many prime locations which offer a high likelihood to see (LTS) with longer dwell times have been inaccessible.

"But the graphics now offer motor traders the ability to target consumers while they are in buying mode at the point where decisions are being made."

The installations at Knights follow trials and evaluations including the National Exhibition Centre in Birmingham.

The graphics are also now under consideration by major sponsors for potential advertising campaigns around Olympic Games venues in London next year.