Tesco is rolling out a new ‘lift and learn’ product display from skincare brand Aveeno at several of its stores across the UK.
By tapping into sensor technology, the “skin selector activation unit” reacts when consumers lift an Aveeno product from the shelf – revealing specific product information and content on video screens above.
The skincare brand, owned by Johnson & Johnson, said that the key advantage of the unit at the UK’s largest retailer is that there is no need for shoppers to download an app or scan a QR code to explore information on the items.
Subscribe to Grocery Gazette for free
The new unit debuted at Tesco Extra Watford earlier this month, and will appear at Extra stores in Sandhurst, Wembley and Slough until early March.
“In the current environment, selecting the right product from that first purchase has never been more important to consumers, with expectations for immersive in-store experiences on the rise,” marketing manager at Aveeno, Sarah Millbanks said.
She added: “The Aveeno Winter skin selector provides a personalised and memorable experience while supporting consumers with their skincare needs.”
Body skincare buyer at Tesco, Elouise Wareing also commented: “It’s been fantastic to work with the Aveeno team on this project as they share our passion for continuously improving the shopper experience, and helping shoppers to identify the right product for their skin type.
“The in-store campaign, built on real insights, engages shoppers at point of purchase with immersive, interactive displays and smart retail shelves,” Wareing said.
There have been a number of brands and retailers that have been tapping into technology to guide customers into making a more sustainable product choice, like Ocado’s on-pack technology trial that claims to be a “breakthrough moment” in how online retailers tackle single-use plastic.
Additionally, GS1 is set to launch its latest barcode technology across its 59,000 members, enabling brands to initiate their own QR codes.