Tesco using digital screen technology to promote special offers

UK grocer Tesco has introduced a digital screen outside its Express store in Lincoln, allowing it to promote its own ranges and engage with visiting customers.

A 3.7-metre wide by 2.3-metre high external video wall featuring high bright screens has been placed outside the entrance and will be used to advertise a range of in-store and chain-wide offers.

Essential Retail understands that, in the future, Tesco is looking to incorporate relevant social media conversations on to the screen and use the technology to promote locally-relevant news and updates.

Yorkshire-based company I-Led Media installed the video wall for the supermarket, as well as designing and manufacturing its weatherproof enclosure. The wall has the potential to display either one message or five separate ones.

I-Led Media managing director Andrew Simister said: "Because the video wall is outside the store, one of the most important considerations of this project was which type of screen to use.

"We opted for full HD LED back-lit displays with a brightness of 1,500 NITs [standard unit of luminance], meaning it is readable in very bright sunlight."

Tesco has used its Lincoln Express store to experiment with a number of new innovations in recent months.

In May, the grocer introduced NCR checkouts that uses imaging technology to automatically scan products placed on a conveyor belt. The company is hoping the new automated checkout system will reduce queues and allow customers to pay for their items more quickly.

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I-Led Media