Asda has started trialling new ‘Digital Spirits Display Screens’ in 23 of its Express convenience stores in partnership with drinks giant Diageo.
The digital display screens allow customers to select from a larger choice of spirits than available on-shelf, with the stores spirit range increasing from 13 or 26 products to 50 products.
Asda is one of the first retailers in the UK to trial the screens, which are located either in place of a shelf at eye level or displayed as a side unit in the alcohol aisle. They have built-in touch screen interactive technology and an integrated printer.
Customers using the screen are first asked to confirm they’re over 18-years of age before selecting their choice of spirit. Once selected, the interactive screen will print a ticket which is then processed at the checkout. The product will then be picked by a member of staff who will authorise the sale following a standard challenge 25 prompt.
Diageo has already installed the screens at Asda Express stores in Hull, Birmingham, Surrey, London and Stoke-on-Trent.
James Laws, Senior Director Channel Operations, Asda, said: “As we continue to build our presence in the convenience sector, we are committed to trialling new and innovative technology across our business to continuously improve and modernise shopping experience for our customers.
“The trial of these digital screens in our Asda Express stores places not only emphasis on this, but also highlights that how by working closely with suppliers, we are able to make it more convenient for our customers to shop a greater choice of products.”
James Halliday, Commercial Director Off-Trade, Diageo GB, added: “We know that a consistent shopping experience is important to consumers, which is why we are excited to partner with Asda to trial new ‘Digital Spirits Display Screen’, providing greater choice and enhancing the shopping experience in an innovative and forward-thinking way.
“Trials such as this underpin the importance of industry collaboration across the supplier and retailer base to drive category growth, demonstrating what is possible when brands and retailers work together to enable greater consumer choice and experience.”
NAM Implications:
- A genuine plus for shoppers in terms of category extension.
- All it requires is slick fulfilment at checkout.
- (nothing worse than having to apologise to a queue of ‘tut-tutting’ fellow shoppers…)
- Perhaps the addition of a ‘pay at checkout, collect outside’ facility?
