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Tesco

Engaging Shopping Experience at Tesco Off License

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Award Winning Digital Signage Solution

Tesco is the largest supermarket retailer in the British Isles and Ireland. Its operations in the

UK are the largest within the group, with more than 3,000 stores and 310,000 employees.

In Ireland, the business has grown to become the leading grocery retailer with 139 stores

across the country.

At the Tesco Off License in The Merrion Centre in Dublin, a state of the art digital signage

solution was installed by Scala Partner IPC Digital Media using Scala as the customer

experience engine.

QUICK FACTS:• Largest retailer in UK

• Engaging shopping experience

• Eight screens across three sections

• Interactive “lift & learn” whiskey unit

• Positive customer feedback

• Scala solutions deliver fl exibility and stability

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Tesco

The ChallengeIPC Media received a brief to create a Tesco Off license, “Store of the Future”, that was both scalable and sustainable, to enhance the shopping experience by creating a theatre environment with engaging and interactive content at the point of purchase. The desire for

an interactive “Lift and learn” whisky experience, enabling customers to learn the differences of the various whisky products, was a key ingredient of the solutions. All of this custom built and bespoke to Tesco’s demanding needs, and managed by a single platform from a central location.

The SolutionUsing Scala Enterprise to design and deploy the solution, IPC supplied and fitted unique “Stretched” LCD screens, custom fitted into the existing shelving fixtures, at the customers eye level, for greatest effect. The use of eye-level motion graphics, coupled with low-level audio, created maximum impact and delivered a truly interactive and engaging experience. Scala’s Designer was used to create dynamic, subtly animated templates for temporary offers that are easily editable, both in portrait and landscape ratios, reducing content production costs and time to display.

Colin Cashman; Tesco Merrion Store Manager:

“Digital signage has made a very positive image within the store. It has given an interactive and modern feel to the off license. Customer and staff feedback has been excellent. Customers like to touch the screen, interact with it and see the product on screen, and it highlights where the actual product is within the off license.”

This unique installation was awarded “Best overall retail experience”, at the DailyDOOH Gala Awards in November 2013

Tesco

There are eight screens in total divided into three sections:• Three 38-inch stretch landscape screens in the beer and spirit gondola displays • Two 22-inch screens in the wine gondola display• Two 46-inch portrait screens and one 46-inch touch screen at the entrance

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IPC Media was also charged with creating an interactive “lift and learn” whisky unit to demonstrate to customers the differences between various whisky products. Tesco has since expanded this interactive Intertouch whiskey unit to display wine and champagne.

IPC created the motion graphics in house in full HD and then deployed this content over multiple screens. Content is created to coincide with other elements in store, including bottled products and other marketing collateral. “Thanks to the flexibility and stability of Scala, IPC can create content from one location, update this content and deploy this content to multiple locations, whether it is in one store or across an entire network,” says Kirwan.

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©2013 Scala. Scala and the Exclamation Point Logo are registered trademarks of Scala

Tesco

About TescoTesco is the largest supermarket retailer in the British Isles and Ireland. Its operations in the UK are the largest within the group, with more than 3,000 stores and 310,000 employees. In Ireland, the business has grown to become the leading grocery retailer with 139 stores across the country. For more information visit: www.tesco.com.

About IPC Digital Media IPC are pioneering the Digital Signage and advertising market in Ireland. Creating high quality digital content for clients such as Diageo, Tesco, Centra, United Drug, Supervalu and AIB. IPC creates dynamic advertising and content for their clients. For more information visit: www.ipcdigitalmedia.com.

About Scala Scala has a passion for creating intelligent digital signage solutions that move products, consumers, and employees. Driving more than 500,000 screens worldwide, Scala solutions increase sales, improve brand loyalty, optimize the customer experience, and reinforce business objectives. Scala is headquartered near Philadelphia, Pa., with multiple subsidiaries across Europe and Asia, and over 500 partners in more than 90 countries. For more information visit: www.scala.com.

Darren Cremins, Sales Manager UK & Ireland at Scala commented:

“The concept, installation and confi guration within Tesco Wines Beers and Spirits are prime examples of Scala working with non-touch, interactive technology to deliver a truly engaging and informative customer experience. The use of tethers, whisky bottles and bespoke rich media has resulted in very positive feedback. A great use of Scala’s “non-scheduled content” feature ensures that the deployment and management of the solution is a simple process. This is defi nitely an exceptional installation within a prime retailer in Ireland.”