Tesco has told customers it is using trial measurement technology in store to understand how people engage with its digital screens.

The move comes as the retailer continues to expand the presence of its digital screens across its stores.

In November 2023, the retailer announced it had already more than quadrupled the size of its digital screen network to 1,800 screens, up from around 400 in March of that year.

Earlier this year, the retailer confirmed the presence of around 5,622 individual digital touchpoints in 2,750 stores.

Bryan Roberts, senior partner retail futures at tech firm IGD shared an image of signage at a Tesco store in a post on LinkedIn.

“Trial measurement technology is used in this store to understand how people engage with our digital screens,” it reads. “The output is anonymous.”

Roberts said that the technology presumably captures dwel time and assesses which digital screen ads are “hitting the spot.”

Retail Systems has approached Tesco for further details of the technology rollout.

The news comes after Nazma Ali, head of products at Tesco, recently announced the launch of “Scan as you Shop”.

The service enables Clubcard members to scan items with a handheld device while shopping, so they can put them straight into their bag and pay quickly at the dedicated checkout.

The service offers savings, allows customers to track their spending and accumulate Clubcard points, while also giving them access to specific Clubcard prices.

The new feature allows customers to use a shopping list to keep track of purchased items, which facilitates the shopping experience.

In a LinkedIn post, Ali explained how the new feature works: “Build an in-store shopping list on the Tesco app (find it on the in-store section), then head to the scanner wall and unlock your handset with the Clubcard in the Tesco app (no sign up required!).”

Customers can then tap the List tab to view their shopping list and automatically tick off items as they scan them. They can sort them by aisle number and view stock levels for each item.

“This will help our customers remember everything they came to store to buy and be more efficient with their route around the store, saving time and avoiding the frustration of forgetting that one thing you came in to get,” Ali said.

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