UK retailer Waitrose is to trial digital shelf-edge labelling at a test store in Cambridge until the end of April, as it seeks to 'explore how the technology might be used to engage with customers in the future'.
The full-colour LCD labelling was introduced at the Trumpington store at the start of February, and will be used to support seasonal campaigns and offer additional product information for customers, such as wine and food matching.
“We are 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," commented Charles De Clerck, Waitrose customer relationship manager.
“It is a new generation of digital ticketing. 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.”
Waitrose intends to capture customer feedback from during the trial period and give clients clearer, more convenient access to product information and buyer recommendations.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
