BAKERY giant Greggs plc is set to install innovative touchscreen technology in its Baker's Oven stores.

The Newcastle-based business plans to install six touchscreens in each of its 130 Baker's Oven branches across the UK by 2003, following a successful trial in Durham.

Interactive touchscreens are currently being placed in 11 stores across the region, following the trial in the Durham City Baker's Oven Cafe.

The touchscreen systems, developed by Newcastle-based Touchbase plc, contain editorial information on a range of topics including sport, travel and music, as well as information on Baker's Oven promotions and offers.

Customers can print off vouchers for specific items which can then be instantly redeemed in the shop.

The information on the screens is updated online, allowing new information and offers to be introduced at different times during the day.

Tony Barcroft, managing director at Baker's Oven said: "The screens in the Durham store proved to be a real conversation point, with many spending well over half an hour at a time accessing all the available information, and we're confident of replicating this effect right across the country.

"The systems let us communicate directly with our customers, enabling us to pass on the latest product and promotional information to them, as well as providing in-store entertainment through the screens' music, sport and other editorial content."

He added: "Enabling customers to instantly generate vouchers that can be redeemed at the counters, and then adapting these promotions online during the day is beneficial for all parties.

"The possibilities of this technology are almost limitless, and we expect our Baker's Oven operation to gain tangible business returns from these screens within a very short period of time."

George Kinghorn managing director of Touchbase plc, said the touchscreen system provide a new and efficient way for retailers to communicate with their customers.

He added: "Retailers are always looking for ways of improving communication with their customers in a marketplace that is becoming ever more cluttered and noisy.

"With computer screens now almost universal within society, touchscreens are an extremely user friendly method of achieving this invaluable direct connection.

"Our Baker's Oven systems' engage consumers by providing interesting editorial and promotional material in the right environment, and have already been proven to be beneficial to the cafe's trade."