What Display Daily thinks: These updates reflect a broader trend where the lines between online and in-store shopping experiences blur, aiming to draw customers in with technology that makes shopping more interactive and fun. I chose the UK stores as examples because they just happen to be recent stories make the rounds, but it could have been almost anywhere in the world.
These innovations also underline the importance of collaboration between retailers and suppliers to bring new tech into the shopping environment, and that’s where the display industry probably has some work to do. The distribution channels into retail environments are akin to the same ones found in AV, and digital signage.
Is that good enough? Not sure. This should be an explosive growth market in the coming years. The transition from static plastic and paper signage, displays, and labels should be as profound as digital transformation in the enterprise.
It is also an opportunity for further research and development. From transparent displays to displays contorted into every shape and design, there’s a lot that can be done, and digital paper still has room to evolve. Retail displays get shoved into a niche and I am not sure that is reflective of the convergence between what computer experience on their phones and computers, and what they will experience out of the home.
There’s a very strong likelihood that fast food restaurants will increasingly move to digital interactive displays and ordering systems, reducing counter sales. We already have so many places accepting orders for pick-up on phone apps, totally bypassing any engagement at the sales counter with a person.
I suspect that it won’t be long before your AI assisted order console becomes the norm. I mean, it’s fast food. It’s probably going to kill you at some point. But, think of all those displays. They’ll get you a decent steak dinner.
UK’s Asda and Morrisons Introduce Digital Displays to Improve Shopping Experience
The latest updates from UK retailers Asda and Morrisons show a strong push towards incorporating digital tech to make shopping more engaging and tailored for their customers. Each brand is rolling out unique digital strategies to enhance the way consumers shop in their stores.
Asda Teams Up with Diageo
Asda has entered into a collaboration with Diageo, the company behind well-known liquor brands like Smirnoff, to introduce digital screens in some of its express stores. These interactive displays come complete with a built-in printer. Positioned either at eye level or alongside the alcohol shelves, these screens aim to transform how customers pick and purchase spirits.
The process is straightforward. First, customers verify their age on the screen to confirm they’re over 18. They then use the touchscreen to choose their spirits. After making a selection, the device prints out a ticket that the shopper takes to the checkout. There, the usual age verification happens before the purchase is finalized.
This initiative is designed to make shopping smoother and adds an innovative twist to browsing spirits, potentially leading to customers trying out new products. It’s a strategic move that showcases the power of combining forces between suppliers like Diageo and retailers like Asda to spark growth in specific shopping categories.
Morrisons Enhances Shopping Experience
Meanwhile, Morrisons is embedding digital screens not just anywhere, but specifically around their fresh food counters. These screens do more than display ads; they actively suggest products that go well with the fresh items being sold, like recommending the perfect type of chips to go with the steaks at the meat counter. This strategy is part of Morrisons’ larger plan to use digital tech to offer a more personalized shopping journey.
They’re also rolling out advertising on shopping trolleys and tailoring online ads on social platforms using their own customer data.
With the help of SMG, a software firm specializing in experience management, Morrisons is adapting to meet modern shopper expectations. These enhancements are about connecting customers with their favorite brands in more direct and engaging ways.
