Waitrose trials video tech on booze shelves

Waitrose is trialling a “new generation” of in-store tech with the launch of video shelf-edge technology on its booze aisle.

The new shelf edge video technology has digitalized the information on its booze shelves, which is being used give customers access to its wine team’s tasting notes and recommendations, including food and wine matching, as well as supporting the reatailer’s seasonal campaigns.

The trial which is taking place in its Cambridge Trumpington store is running across four categories, includes the spirits aisle. In order to determine the tech’s potential, the  retailer is gauging customer response through surveys in the store, as well as monitoring sales data.

Charles De Clerck, Waitrose customer relationship manager, said the retailer would evaluate the tech’s potential before making any decisions on if and how it might take it further.

“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.

“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.”

Last year the retailer brought mobile shopping in-store with the trial of an app that allows customers to scan products in their baskets using their mobile phones.