Engaging Shopping Experience at Tesco Off License
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.
IPC 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.
Using 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.
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
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 Mike Kirwan.