Monthly Store Watch
This week we were out visiting big stores from the main retailers for our new Monthly Store Watch series, to see which elements of innovative POS were currently live in store.
There was certainly a wide array of in store activation alongside a range of promotional activity; both on-pack and in-aisle.
AsdaCribbs Causeway, Bristol
One of the larger Asda superstores allowed us to see some of the technical advancements on offer from Asda Media partners. This included digital header screens above double bay fixtures, digital aisle fins, and digital shelf stripping. Multiple gondola end takeovers were also present for occasionality (lunar new year/pancake day) and brand campaigns.
- Wide variety of formats, including digital POS in store
- Multiple gondola end takeovers
- Large quantity of aisle fins
TescoClevedon, North Somerset
One of the older Tesco stores, there was no real innovation on display; just the usual mix on in-store POS. Co-branded bays that combined complimentary brands were however prevalent in the chilled aisle.
Further into the store, multiple ‘branded mods’ were seen from Pot Noodle, Blue Dragon and Helmans. These ‘brand blocked’ areas with a metal frame, header board and POS squares are certainly standout and give the consumer some much needed clarity in the very busy aisles.
FSDUs were also sited in various locations in the store, aiming to interrupt the shopper with their unexpected placements.
- Standard POS formats throughout, with branded mods creating real standout
- Co branded chilled bays aiding shopper and prompting cross-sell
- Clear signposting of world cuisines through header boards and aisle fins in ready meals
Marks & SpencerCribbs Causeway, Bristol
Although not one of the ‘traditional’ supermarkets, it’s still interesting to see how M&S are enticing customers within the food sections of their stores.
The main, standout activation was a chilled bay for the M&S X Zoe collaboration. In eye-catching yellow, this saw great use of an elevated header display board, on-shelf POS cubes, aisle fins, barkers, and even shelf stripping. With the products also in bespoke shelf ready packaging, it really was hard to miss!
The majority of other POS was occasion based, with a large pancake day fixture greeting you as you entered the store.
- Striking brand collab in chilled used all POS available to really stand out
- Aisle end units tending to be more for highlighting occasions
- No real opportunity for brands to inject creative and personality
MorrisonsCribbs Causeway, Bristol
One of the larger Morrisons stores, this one was awash with POS… particularly floor media! Pricing information seemed a lot more prevalent possibly due to its inclusion on pretty much every piece of media.
There were some subtle brand bay takeovers from Bisto and Oxo, and a variety of FSDUs in all shapes and sizes dotted around the store.
The standout format was the floor sticker, with versions of this seemingly appearing in pretty much every aisle!
- Floor media… everywhere!
- Price focused POS throughout
- Easter aisle live already with large, standout seasonal POS
The highlight of the day was visiting the new Sainsburys superstore in Witney near Oxford. The store will be used to test many of Sainsbury’s ‘future role of store’ concepts and is host to a wide array of new features and technology.
Your experience starts front of store, where a large panoramic display is present, informing shoppers that Argos, Habitat and Tu Clothing are all present inside.
In store, digital screens and LED signage are present throughout, aiding shopper navigation and giving a glimpse of what’s to come once Sainsbury’s expanded screen network is in place. Sainsbury’s is partnering with Nectar and Clear Channel to create the UK’s largest digital screen network. When complete Sainsbury’s will have 400 internal and 420 external screens across its store estate. Commenting on the growing reach and capabilities of retail media, Clear Channel said “the ability to connect the dots between in-store, on-site and off-site digital capabilities will soon become a basic requirement for any major retail media network”.
Electronic shelf edge labels are also present throughout the store. These can deliver further product details as well as can deploy price updates quickly and easily.
There are also digital help screens in various locations around the store. Shoppers are able to search for products, further information and location in the store etc… alongside recipe suggestions and inspiration.
Other innovations include shelf technology that monitors stock levels.
- A glimpse into the supermarket of the future!
- Digital screens in every aisle
- Internal, animated D6 poster sites creating real impact