Waitrose is trialling the use of ‘next generation’ digital shelf edge ticketing in what it claims is a first for a UK supermarket.
The grocery chain is using full colour LCD video shelf edge ticketing ‘to explore how the technology might be used to engage with customers in the future’
The 12-week trial was introduced earlier this month and is being displayed across four fixtures at its Trumpington store in Cambridge until the end of April.
The technology features graphics designed to inspire and inform shoppers, and give customers access to the expertise available in its buying team through tasting notes and recommendations, including food and wine matching.
It has already been used to support seasonal campaigns such as Valentine’s Day and will be used to celebrate Mother’s Day and Easter.
Waitrose will capture customer feedback from the trial through surveys and sales data to evaluate its potential, before making any decisions on if and how it might take this further.
Charles De Clerck, Waitrose customer relationship manager, said: “We’re 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.
“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.”