Challenge

Create an optimised set of animations for large screen placement in Tesco's pioneering first 'store of the future', to inform and delight customers, encouraging them to purchase.

Process

Working with an expert shopper team and a branding agency, content was planned, storyboarded, and tested, to ensure not only did it deliver the relevant content as intended, but considered practicality and accessibility.

Solution

Set in purposely planned positions with content highly optimised for each screen, the series of on-brand rolling animations focussed on various offers and benefits, working together to be experienced as customers navigated the store. Accessibility was considered, and so as to not overwhelm, the screens pause regularly, and even have 'quiet time' settings to show static content. In addition to the automated animations, a further screen offered touch-screen technology to allow customers to dive deeper into information and offers. Future plans are to utilise widget technology on the screens and incorporate real-time events into the content.