Supermarket giant Tesco has installed a network of 500 digital LED screens across its stores, which it claims is the largest in the UK. The Drum reports that the screens are seen by 75% of in-store Tesco shoppers.

Retail digital signage can be used by individual brands, whose products are stocked in the store, for advertising purposes. It can also be used to promote in-store offers and discounts, or display information for customers, such as opening hours or guidance on in-store policies or facilities. 

Nick Ashley, head of media and campaign planning at Tesco, said: “Media installations like the SmartScreen network help us deliver a more engaging shopping experience for our customers while providing brand advertisers with a valuable communications channel.”

Digital screens placed at retail superstores offer a captive audience for brands, of up to six million customers every fortnight. They also have the flexibility to produce targeted content, which can be appropriate to the local customer profile, the season, or even the time of day.

Tesco has installed screens both outside and inside its stores, and they have proved so successful that it plans to expand the numbers in the future. The store has partnerships with social media giants such as Facebook, and companies such as Google and Sky, to combine datasets and produce highly targeted ads.

The digital screen strategy is closely tied in with Tesco’s marketing strategy as a whole. Campaigns are closely aligned with the website, app, and the Tesco Clubcard which is used in 80% of customer transactions. The in-store displays are in some areas also linked to the in-store radio, and the scan as you shop facility. 

This demonstrates just one of the major advantages of a digital display screen with programmable content: it can be seamlessly integrated into a wider modern marketing strategy for maximum effect.