Monthly Store Watch With Activation

In their latest Monthly Store Watch series, Activation. embarked on a tour of prominent retailers in the UK to investigate the forefront of in-store promotional marketing and POS innovation. From ASDA's digital advancements in Bristol to TESCO Clevedon's unique branded mods, the team observed a vast spectrum of in-store activations designed to enhance the shopping experience. Marks & Spencer showcased a vibrant collaboration in their chilled section, while Morrisons flooded their floors with media, emphasising pricing strategies. Meanwhile, Sainsbury’s Witney store offered a glimpse into the future with its digital screen networks and innovative shelf technology, setting a new standard for the "future role of store" concepts. This exploration not only highlights the diversity of promotional strategies across the UK but also underscores the evolving landscape of retail marketing, where digital integration and customer engagement become paramount. Over to you Activation.

ASDA, Cribbs Causeway, Bristol

One of the larger ASDA superstores allowed us to see some of the technical advancements on offer from ASDA Media partners. This included digital header screens above double bay fixtures, digital aisle fins, and digital shelf stripping. Multiple gondola end takeovers were also present for occasionality (lunar new year/pancake day) and brand campaigns.

Wide variety of formats, including digital POS in store

Multiple gondola end takeovers

Large quantity of aisle fins

TESCO, Clevedon, North Somerset

One of the older Tesco stores, there was no real innovation on display; just the usual mix on in-store POS. Further into the store, multiple ‘branded mods’ were seen from Pot Noodle, Blue Dragon and Helmans. These ‘brand blocked’ areas with a metal frame, header board and POS squares are certainly standout and give the consumer some much needed clarity in the very busy aisles. FSDUs (Floorstanding Display Units) were also sited in various locations in the store, aiming to interrupt the shopper with their unexpected placements.

Standard POS formats throughout, with branded mods creating real standout

Co branded chilled bays aiding shopper and prompting cross-sell

Clear signposting of world cuisines through header boards and aisle fins in ready meals

MARKS & SPENCER, Cribbs Causeway, Bristol

Although not one of the ‘traditional’ supermarkets, it’s still interesting to see how M&S are enticing customers within the food sections of their stores. The standout activation was a chilled bay for the M&S X Zoe collaboration. In eye-catching yellow, this saw great use of an elevated header display board, on-shelf POS cubes, aisle fins, barkers, and even shelf stripping. With the products also in bespoke shelf ready packaging, it really was hard to miss!

The majority of other POS was occasion based, with a large pancake day fixture greeting you as you entered the store.

Striking brand collab in chilled used all POS available to really stand out

Aisle end units tending to be more for highlighting occasions

No real opportunity for brands to inject creative and personality

MORRISONS, Cribbs Causeway, Bristol

One of the larger Morrisons stores, this one was awash with POS… particularly floor media! Pricing information seemed a lot more prevalent possibly due to its inclusion on pretty much every piece of media. There were some subtle brand bay takeovers from Bisto and Oxo, and a variety of FSDUs in all shapes and sizes dotted around the store. The standout format was the floor sticker, with versions of this seemingly appearing in pretty much every aisle!

Floor media… everywhere!

Price focused POS throughout

Easter aisle live already with large, standout seasonal POS

SAINSBURY’S, Witney, Oxfordshire

The highlight of the day was visiting the new Sainsburys superstore in Witney near Oxford. The store will be used to test many of Sainsbury’s ‘future role of store’ concepts and is host to a wide array of new features and technology.

Your experience starts front of store, where a large panoramic display is present, informing shoppers that Argos, Habitat and Tu Clothing are all present inside.

In store, digital screens and LED signage are present throughout, aiding shopper navigation and giving a glimpse of what’s to come once Sainsbury’s expanded screen network is in place. Sainsbury’s is partnering with Nectar and Clear Channel UK to create the UK’s largest digital screen network. When complete Sainsbury’s will have 400 internal and 420 external screens across its store estate. Commenting on the growing reach and capabilities of retail media, Clear Channel said:

“The ability to connect the dots between in-store, on-site and off-site digital capabilities will soon become a basic requirement for any major retail media network”.

Electronic shelf edge labels are also present throughout the store. These can deliver further product details as well as can deploy price updates quickly and easily. There are also digital help screens in various locations around the store. Shoppers are able to search for products, further information and location in the store, alongside recipe suggestions and inspiration.

Other innovations include shelf technology that monitors stock levels.

A glimpse into the supermarket of the future!

Digital screens in every aisle

Internal, animated D6 poster sites creating real impact

Thank you to Activation. for these valuable insights into the retail environment's evolving landscape. Particularly striking were ASDA's digital header screens and Sainsbury's advanced shelving technology, which not only enhance the shopping experience but also pave the way for what the future of retail might hold. These elements vividly demonstrate how technology and creativity are becoming increasingly pivotal in attracting and retaining customer interest in a competitive marketplace. Which innovations caught your eye? Let us know in the comment and to discover more about Activation, click here.

Share Your Insights with Us!

Got an article idea? Wish to voice your perspective on the modern marketing landscape? We're all ears! Reach out to news@promomarketing.info and let your thoughts be heard and campaigns shine.

Ready to Elevate your Marketing Skills? Subscribe to IPM Insider for exclusive insights and updates. See you next week!