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#RetailEXPO19 More digital screens for Asda after George trial

By Kathy Oxtoby

Supermarket giant Asda is using digital screens to improve the customer experience and boost footfall, conversion and engagement at its stores.

Asda is one of the first supermarkets to use the power of digital screens to attract customers. Asda George’s pilot scheme features 142 screens across sites at Bristol, Derby and Blackpool.

Stephanie Platts, creative design manager for George Proposition, told delegates at this year’s RetailEXPO [1-2 May] that the project aimed “to convert more Asda customers through impactful, inspirational digital displays onto George”.

Asda looked to drive sales through engaging customers through value and across category-led digital content, to provide a means to talk about different platforms. The retailer also wanted to have the ability to show relevant content at all times, instantly update content, and have brand consistency across all channels.

George fashion range
George fashion range

Working closely with Linney - a multichannel marketing services group which creates visual content for some of the UK’s biggest brands - Asda’s digital screen project began in January 2018 and by September 2018 screens were in place in the pilot stores.

The visuals on the screens are created using simple techniques, including photography cinematography, and animation.

Platts said the results of the project “have been positive, and customer feedback and reaction has been strong”.

“The ability to be able to talk about different platforms, what’s new, click and collect, .com exclusives, and social content at a click of a button has been fantastic and opened up more opportunities for us,” Platts said.

Brand consistency, launch dates, and simplification in the process were achieved, and the screens have proved to be “a great way to draw customers’ eyes and take them on a journey”, she said.

To companies considering installing digital screens she advised: “Speak to experts, have a clear strategy in place, and test everything every day.”

Dan Outram, head of digital signage at Linney, said the project had been “a learning process, and we needed to make tweaks. We also needed to join up the online and the offline, and carry out further testing. It’s a project we’re really proud of”, he said.

Companies looking to install digital  screens should be aware that typically they have a lifespan of five years, and that also in the interests of sustainability it is “important to look at the power consumption of the screens”, Outram added.

Recognising that digital screens will play an important part in shaping the future of the customer shopping experience, Platts said Asda was “planning to roll our more screens by the end of this year”.