Asda is considering rolling out 3D holograms across its stores to beam new theatre into the customer experience.
The supermarket giant is trialling the technology at its Stevenage store, which has been equipped with 15 holographic projectors.
One near the front of the store displays a three-step guide to using the supermarket’s Scan & Go service.
Other projectors are mounted onto the wall in the bakery area to advertise products such as cakes.
The projectors will also be used to highlight seasonal activity, it said.
“We are excited to be one of the first retailers in the UK to test out the 3D holograms in our store, which are projected in the air to showcase products and provide customer information,” said Michael Rose, who leads the project team based in store.
“They are currently in place in our bakery department, seasonal aisles and on Scan & Go points and are proving very popular with customers. They are very eye-catching and the clarity on them is brilliant, which customers seem to love. The whole idea of the test is to collect feedback and gather views and from what we’re seeing so far, it is all very positive.”
Asda, which last month launched a new sustainability store in Leeds and is involved in a series of so-called “test and learn” initiatives under CEO Roger Burnley, is trialling more than 20 technologies at Stevenage.
They include digital signage throughout the store, with the largest screens in the George clothing area with revolving images showcasing clothes in the range.
It also features an intercom which connects customers with colleagues to answer questions about the availability of products, mounted on a display unit in the fresh produce aisle.
The store is also the latest to roll out electronic shelf labels, in its laundry aisle, which are being tested by a series of retailers.
“We’re testing new tools which will make our colleagues’ lives easier and our customers’ shopping experience better,” Rose added. “Having multiple projects running at the same time will mean we will see the benefits of how different tech works together. With the 20 different initiatives currently being tested we’re learning from them all and we’re already working on what’s coming next.”