Asda Stevenage: 'Test & Learn' Technology store - Six in-store technologies that caught our eye (Open access version) - Retail ...
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Asda Stevenage:
‘Test & Learn’ Technology store
Six in-store technologies that caught our eye
(Open access version)
February 2020
© IGD 2020
Introduction
This report was created by:
Toby Pickard Nick Gladding
This is a shortened report Head of Insight – Senior Retail Analyst
Retail Analysis subscribers can Innovation and Futures
access the full report here
e:Toby.Pickard@igd.com e: Niick.Gladding@igd.com
Asda is testing numerous technologies at its
Stevenage Supercentre.
The technologies are designed to make
shoppers’, customers’ and colleagues’ lives
easier and create a better shopping
experience.
The store has been testing over twenty
different technologies since phase one of the
technology project started in August 2019.
Unlike many other technology test & learn
store initiatives by retailers, this store is testing
multiple technologies at once.
Asda is asking for feedback from store
colleagues and customers alike so that it can
continuously learn and improve the store
proposition.
© IGD 2020 Source: IGD Research Page 2
Focus areas During our visit to the store we were shown numerous technology initiatives that are
currently being tested.
Within this report we showcase six technologies that impressed us within the store.
3D hologram projectors
Automated Click and Collect
Fresh produce availability camera
Fresh produce engagement intercom
Scan & Go Mobile
High impact digital screens
© IGD 2020 Source: IGD Research Page 3
3D holographic
projectors
The store has a total of 15 3D holographic
projectors.
There are three 3D holographic projectors
above the Scan & Go handset wall at the
main entrance to the store. The projections
are extremely eye catching and encourage
shoppers to try Scan & Go. They display a
three-step guide to using the service.
Another three projectors are mounted onto
the wall in the bakery area. At the time of our
visit, they were advertising some of the most
popular cakes, along with showcasing the
ability for shoppers to customise their own
cake with a photograph.
The remaining nine projectors are placed
above the seasonal wall at the back of the
store. These projectors will be used to
highlight seasonal activity in the store, such
as the upcoming Easter and Baby event.
The 3D holographic projectors offer suppliers
the opportunity to show off their products in
an extremely visual, novel and engaging
way, that most shoppers will not be used to.
© IGD 2020 Source: IGD Research
Automated
Click & Collect
The store has a new automated Click &
Collect machine.
The machine is made by Cleveron, the ‘last
mile solution’ provider that created the parcel
collection towers developed by Walmart and
installed at stores including Asda Patchway
and Trafford Park.
At Asda Stevenage, a new format automated
Click & Collect unit is being trialled. It can
hold between 25 and 200 parcels and its
shape makes it easier to retrofit into existing
superstores. The unit has storage for larger
sized parcels on the right-hand side
We tried the service and found it to be very
simple and quick with our parcel arriving
within seconds of activating the system.
People can collect products from numerous
retailers, such as ASOS, Missguided and
Decathlon as well as Asda’s George brand,
without needing assistance. With online
retailers keen to minimise the cost of returns,
Asda can sometimes now be the only place
where customers can make a return free of
charge.
© IGD 2020 Source: IGD Research Page 5
Availability
camera
Asda is testing a camera that is located above
one of the fresh produce aisles.
Approximately every 15 minutes the camera
travels along its housing and captures images
of the products in the containers below.
The camera should be able to help predict
product availability as it starts to build up a
database of images to be able to identify
when products are most likely to be out of
stock.
This information can be used to notify store
colleagues that they need to replenish the
containers before they are empty.
The system could also help with demand
planning, as this information is passed along
the supply chain. It also offers potential to
reduce food waste, as the store will be able to
optimise the amount of product on display.
The camera could also help ensure products
are priced correctly.
© IGD 2020 Source: IGD Research Page 6
Fresh produce
engagement
intercom
Through an intercom the store connects
customers with colleagues to answer
questions about the availability of items.
Shoppers can speak into an intercom
mounted onto a display unit in the fresh
produce aisle.
This technology enables customers to have
a two-way conversation with a store
colleague at the push of a button.
A member of staff has a headset with a
built-in microphone so will be able to
answer any questions about products very
quickly, without needing to step away from
the task being undertaken.
© IGD 2020 Source: IGD Research Page 7
Scan & Go
Mobile
The store has banks of Scan & Go handsets
at both entrances and offers a Scan & Go
mobile app.
Before shopping shoppers need to download
the free Scan & Go app onto their
smartphone and create a profile or log in with
their Asda Home Shopping details.
Shoppers simply use the app to scan the
barcodes of products they want to buy before
adding them to their basket or trolley.
Once shoppers have completed their shop,
they get a code on their smartphone that they
take to a Scan & Go checkout to pay for the
shopping. They do not need to upload their
credit card details to the system.
Customers can also search for any product
and be given the aisle number they'd find it
on. Colleagues at Stevenage are a key part
of testing any new app features before they
are rolled out to customers.
The Scan & Go Mobile app is compatible
with both iOS version 9.0 and above and
Android version 5 and above.
© IGD 2020 Source: IGD Research Page 8
High impact
digital screens
There is digital signage throughout the store.
However, the most noticeable and largest
screens are located in the George clothing
area.
The digital screens have revolving images
showcasing multiple outfits, offers and call
outs to visit the website.
The digital screens being used in the George
area have been strategically placed so that
they can be seen from other areas of the store.
This helps shoppers to easily navigate the
clothing area and encourages grocery
shoppers to think about clothing purchases
who might not otherwise visit the department.
© IGD 2020 Source: IGD Research Page 9
© IGD 2020 Page 10
Want to know more?
More insight for Retail Analysis subscribers..
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technology developments.
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