Waitrose is trialling digital shelf labeling and said the new technology could be used to engage consumers with seasonal campaigns or themed promotions.
The ‘video ticketing’ uses graphics to inspire and inform shoppers, and is described as the first time full colour LCD video shelf edge ticketing has been used in a UK supermarket.
It is being trialled across four fixtures at a Waitrose store in Cambridge until the end of April. It has been used to celebrate Valentine’s Day, and will promote Mother’s Day and Easter towards the end of the trial.
For seasonal campaigns the technology can give shoppers exert advice from the relevant buying team through tasting notes and recommendations.
Customer feedback through surveys and sales data will determine whether the technology is expanded further across Waitrose.
“We are always looking at how we can bring the Waitrose offer closer to our customers and give them clearer, more convenient access to product information and recommendations from our buyers,”said Waitrose customer relationship manager, Charles De Clerck.
“It is a new generation of digital ticketing. This small trial is a first step to enable us to determine if the technology is something that has the potential to improve our customers’ shopping experience further in the future.”
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