Tesco trials 6′ touch screen to bridge online & in-store

Tesco is hoping to merge physical and online sales channels by installing an 80-inch touch screen in one store that allows shoppers to by goods from its website from their mobile phones.

The retail giant said that the screen, which is over six feet tall, allows people to “move seamlessly from browsing real aisles to the virtual aisle, providing easy access to the wider range of products available online and helping customers do more of their shopping in a single trip”.

Customers can place an order on the screen by printing a ticket for Click and Collect, by using their mobiles to scan a product’s QR code on the screen, or by sending a text message via a weblink.

The screen, which was provided by interactive touchscreen supplier u-touch in collaboration with Computacenter, runs an application that was designed and developed by Tesco’s in-house research and development team.

While data on products is stored locally, giving the unit fast response times, the screen also connects to the internet to regularly update product information.

Tesco’s UK general merchandise director Neela Mukherjee said that the screen is designed to make shopping convenient for customers in addition to increasing awareness of products online.

“This giant screen makes use of a single section of the store to offer shoppers access to an enormous range of toys, like being able to stroll down the longest aisle in the world,” Mukherjee said.

“It’s always a really fun way to get a close look at what’s available and, with Christmas approaching, we’re sure plenty of children will be encouraging mum and dad to stop and have a look," she said.

In August, Tesco opened what it called “the UK’s first interactive virtual grocery store” in Gatwick airport which allowed air passengers to shop and order groceries to be delivered to their homes for when they return.

Also this week, US banking giant Citi launched its first ever ‘smart bank’, in Malaysia, which has an ‘interactive media wall’ that allows visitors to browse ‘financial data, domestic and foreign news’ and details of Citibank offers. There are self-service kiosks and video conferencing connection to a financial advisor.

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Ben Rossi

Ben was Vitesse Media's editorial director, leading content creation and editorial strategy across all Vitesse products, including its market-leading B2B and consumer magazines, websites, research and...

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