Asda is to begin trialling new ‘Digital Spirits Display Screens’ in 23 of its Express convenience stores as part of a new tie-up with Smirnoff-owner Diageo.
The supermarket giant‘s new partnership will allow customers to select from a larger choice of spirits, increasing the store’s range from 13 or 26 products to 50 products.
The new touch-screen interactive technology will be positioned in-store at eye-level, either replaying a shelf or displayed as a side unit in the alcohol aisle.
Shoppers will need to confirm they are over-18 before they can select their choice of spirit and receive a ticket which can be processed at the checkout, where an Asda worker can authorise the sale.
The new devices are being installed by Diageo, whose portfolio includes popular alcohol brands such as Baileys, Captain Morgan and Tanquery.
The screens have already rolled out in Asda Express stores in Hull, Birmingham, Surrey, London and Stoke-on-Trent.
Asda senior director channel operations James Laws said: “As we continue to build our presence in the convenience sector, we are committed to trialling new and innovative technology across our business to continuously improve and modernise shopping experience for our customers.
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“The trial of these digital screens in our Asda Express stores places not only emphasis on this, but also highlights that how by working closely with suppliers, we are able to make it more convenient for our customers to shop a greater choice of products.”
Diageo GB commercial director off-trade James Halliday added: “We know that a consistent shopping experience is important to consumers, which is why we are excited to partner with Asda to trial new ‘Digital Spirits Display Screen’, providing greater choice and enhancing the shopping experience in an innovative and forward-thinking way.
“Trials such as this underpin the importance of industry collaboration across the supplier and retailer base to drive category growth, demonstrating what is possible when brands and retailers work together to enable greater consumer choice and experience.”
Full list of stores to install the Digital Spirits’ interactive screens
| Store |
| Asda Express Ferry Lane |
| Asda Express Hull Hedon Road |
| Asda Express Cannock |
| Asda Express Leamore |
| Asda Express Primley |
| Asda Express Armada |
| Asda Express Corby |
| Asda Express Buckingham |
| Asda Express Stevenage |
| Asda Express Deeside |
| Asda Express Crewe Bastford West |
| Asda Express PFS Moorland |
| Asda Express PFS Euro Blurton |
| Asda Express Uttoxeter |
| Asda Express Telford (Hadley Park) |
| Asda Express PFS Stourport |
| Asda Express PFS Aldersbrook |
| Asda Express PFS Sheepcot |
| Asda Express PFS Heathrow South |
| Asda Express PFS Braywick |
| Asda Express PFS Shoppenhanger |
| Asda Express PFS Bellfields |
| Asda Express PFS Hogs Back |
