A marketing services company that lists Tesco, Asda and Sainsbury’s among its clients has added a screen communications business to its operations.

Retec Digital plc, which provides systems for retailers to promote their products, has bought Liquid Digital, a designer and operator of in-store digital screens.

The deal was worth £250,000, paid in £150,000 cash and some 3.8 million shares. Under the terms of the agreement, Retec will repay £50,000 of loans to Liquid’s shareholders.

Liquid adds digital screens in shops, train stations and airports to Retec’s business as well as an interactive in-cab TV service for London taxis and systems for corporate events, tours and product launches.

The acquisition develops Retec’s digital media operations. Chief executive John Cole said the deal also adds new skills to its operations and enables the company to offer additional products and services to its clients.

Retec’s services promote home entertainment goods such as music, films, games and books. Additionally, it helps customers find products within a store and touch screens providing relevant information. The company also helps customers to pay for their shopping, top up mobile phones and manage loyalty schemes.

Liquid was established in 2006 and serves companies such as Motorola, WHSmith, MTV and adidas. In the year to June 2007, it reported an un-audited turnover of £551,000 producing a pre-tax profit of £20,000.