Asda Stevenage: ‘Test & Learn’ Technology store

Asda is testing numerous technologies at its Stevenage Supercentre.

The technologies are designed to make shoppers’, customers’ and colleagues’ lives easier and create a better shopping experience. The store has been testing over twenty different technologies since phase one of the technology project started in August 2019.

Unlike many other technology test & learn store initiatives by retailers, this store is testing multiple technologies at once. Asda is asking for feedback from store colleagues and customers alike so that it can continuously learn and improve the store proposition. 

3D holographic projectors 

The store has a total of 15 3D holographic projectors. There are three 3D holographic projectors above the Scan & Go handset wall at the main entrance to the store. The projections are extremely eye catching and encourage shoppers to try Scan & Go. They display a three-step guide to using the service.

Another three projectors are mounted onto the wall in the bakery area. At the time of our visit, they were advertising some of the most popular cakes, along with showcasing the ability for shoppers to customise their own cake with a photograph.

The remaining nine projectors are placed above the seasonal wall at the back of the store. These projectors will be used to highlight seasonal activity in the store, such as the upcoming Easter and Baby event.

The 3D holographic projectors offer suppliers the opportunity to show off their products in an extremely visual, novel and engaging way, that most shoppers will not be used to.  

Automated Click & Collect

The store has a new automated Click & Collect machine. The machine is made by Cleveron, the ‘last mile solution’ provider that created the parcel collection towers developed by Walmart and installed at stores including Asda Patchway and Trafford Park.

At Asda Stevenage, a new format automated Click & Collect unit is being trialled. It can hold between 25 and 200 parcels and its shape makes it easier to retrofit into existing superstores. The unit has storage for larger sized parcels on the right-hand side

We tried the service and found it to be very simple and quick with our parcel arriving within seconds of activating the system.

People can collect products from numerous retailers, such as ASOS, Missguided and Decathlon as well as Asda’s George brand, without needing assistance. With online retailers keen to minimise the cost of returns, Asda can sometimes now be the only place where customers can make a return free of charge.

Availability camera 

Asda is testing a camera that is located above one of the fresh produce aisles. Approximately every 15 minutes the camera travels along its housing and captures images of the products in the containers below.

The camera should be able to help predict product availability as it starts to build up a database of images to be able to identify when products are most likely to be out of stock.

This information can be used to notify store colleagues that they need to replenish the containers before they are empty.

The system could also help with demand planning, as this information is passed along the supply chain. It also offers potential to reduce food waste, as the store will be able to optimise the amount of product on display. The camera could also help ensure products are priced correctly.  

Fresh produce engagement intercom 

Through an intercom the store connects customers with colleagues to answer questions about the availability of items. Shoppers can speak into an intercom mounted onto a display unit in the fresh produce aisle.

This technology enables customers to have a two-way conversation with a store colleague at the push of a button.

A member of staff has a headset with a built-in microphone so will be able to answer any questions about products very quickly, without needing to step away from the task being undertaken.

Scan & Go Mobile

The store has banks of Scan & Go handsets at both entrances and offers a Scan & Go mobile app. Before shopping shoppers need to download the free Scan & Go app onto their smartphone and create a profile or log in with their Asda Home Shopping details.

Shoppers simply use the app to scan the barcodes of products they want to buy before adding them to their basket or trolley.

Once shoppers have completed their shop, they get a code on their smartphone that they take to a Scan & Go checkout to pay for the shopping. They do not need to upload their credit card details to the system.

Customers can also search for any product and be given the aisle number they'd find it on. Colleagues at Stevenage are a key part of testing any new app features before they are rolled out to customers.

The Scan & Go Mobile app is compatible with both iOS version 9.0 and above and Android version 5 and above.

High impact digital screens

There is digital signage throughout the store. However, the most noticeable and largest screens are located in the George clothing area. 

The digital screens have revolving images showcasing multiple outfits, offers and call outs to visit the website.

The digital screens being used in the George area have been strategically placed so that they can be seen from other areas of the store. This helps shoppers to easily navigate the clothing area and encourages grocery shoppers to think about clothing purchases who might not otherwise visit the department.

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Download our store report here: https://retailanalysis.igd.com/Portals/1/Downloads/Asda-Stevenage-Technology-Store.pdf