Asda steps up in-store tech to spur on growth in George clothing

Asda has revealed plans to step up the use of digital signage, video walls and directional sound in its George clothing departments in the second half of the year.

Speaking at RetailEXPO 2019 earlier this month, George at Asda creative design manager Stephanie Platts said this would be the “first step into digital in George”.

Platts added that George is now working with multichannel marketing group Linney and technical retail design agency Quantum 4 to refine its digital signage techniques.

READ MORE: Sainsbury’s opens UK’s first ever cashierless grocery store

“We’re working through the finer detail but in the second half of this year we will be rolling this out to more stores,” Platts told RetailEXPO.

“Interactive screens and omni-channel are massive things for every retail businesses right now – how do you unlock mobile devices and link all of that together,” Platts added.

“We’re looking at directional sound and how that could be used in our stores, too.”

In the place of printed marketing material that staff update, the digital screens use content controlled centrally by the George and Linney teams.

She added: “One thing we benefited from is the ability to talk on different platforms, and it’s given us the full flexibility to talk about .com and also drive customer footfall to .com.

“Social media is massively growing and we can start to use a lot of that content in our bricks and mortar stores.”

The supermarket giant spoke for the first time last week since its proposed merger with Sainsbury’s was blocked by the competition watchdog in April. 

Asda confirmed its commitment to investing in new technology for the business, with its Stevenage store set to become a test bed for new tech solutions.

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