Asda is joining forces with Diageo to trial a set of new digital screens which will display alcohol products, as part of its move to innovate across in-store marketing.
In a marketing move designed to improve the shopper experience, the screens will be trialled across twenty-three of the grocer’s express stores, in partnership with Smirnoff-owner Diageo.
They will be located at eye level or displayed as a side unit in the alcohol aisle, and include touch screen technology, as well as an integrated printer.
Upon using the screens, customers will be asked to confirm that they are over 18 years of age, before going on to select their choice of spirt.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The machine will then print a ticket which can be processed at checkout who will authorise the sale following the usual challenge 25 prompt.
Diageo will install the screens across the Asda stores , which have already been rolled out at Asda Express stores in Hull, Birmingham, London, Surrey and Stoke on Trent.
Diageo GB off-trade commercial director James Halliday said: “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.”
He added that the trial underpins “the importance of industry collaboration across the supplier and retail base to drive category growth”.
Asda senior director channel operations said: “The trial of these digital screens in our Asda Express stores places not only emphasis on this, but also highlights how by working closely with suppliers, we are able to make it more convenient for our customers to shop a greater choice of products.”
Asda is not the only supermarket to have ramped up retail media and in-store experience efforts of late, with Morrisons having recently launched a set of new retail media channels including digital screens and loyalty rewards.
