Digital Spirits Display Screen (5)

Asda is trialling new ‘Digital Spirits Display Screens’ in partnership with Diageo in twenty-three of its Express stores.

The new digital display screens allow customers in the trial stores to select from a larger choice of spirits, with the stores spirit range increasing from 13 or 26 products to 50 products.

The screens are located either in place of a shelf at eye level or displayed as a side unit in the alcohol aisle and have touch screen interactive technology built in, as well as an integrated printer.

Through the screens, customers will first be asked to confirm they’re over 18-years of age before selecting their choice of spirit. Once selected, the interactive screen will print a ticket which is then processed at the checkout. The product will then be picked by an Asda colleague who will authorise the sale following a standard challenge 25 prompt. Diageo will be installing the screens, which have already been rolled out at Asda Express stores in Hull, Birmingham, Surrey, London and Stoke-on-Trent.

Senior director channel operations at Asda 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.

“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.”

Commercial director of off-trade at Diageo GB 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.”