Tesco has launched a trial to measure how shoppers interact with digital screens in selected stores, a move that could sharpen the retailer’s in-store communication and media planning as retail continues to embrace data-driven solutions.
The trial deploys measurement technology designed to capture shopper engagement with digital signage and evaluate whether screens influence shopping behaviour. Tesco expects to gain practical insights into viewing duration and interaction patterns, enabling more informed decisions on content scheduling and campaign effectiveness.
Industry analysts note that this initiative reflects a broader shift in supermarket marketing: physical stores are increasingly treated as digital media channels, with real-world audience measurement closing the gap between online analytics and in-store performance. For Tesco, the ability to demonstrate measurable return on screen placements could open additional revenue streams from brand partners and refine in-store messaging for loyalty-scheme members.
Although the pilot is modest in scale, it is strategically significant. Tesco’s experimentation with audience measurement follows a period in which retailers have invested in richer digital inventory—including screens at checkout zones, gondola ends, and deli counters—and sought reliable metrics to sell advertising and optimise communications. If successful, the technology could be rolled out more widely, enabling Tesco to tailor promotions responsively and justify premium rates for high-impact in-store placements.
For shoppers, the immediate changes will be subtle: better-timed promotions and potentially more relevant offers. For suppliers and brands, measurable proof that a screen drove engagement or uplift could change how in-store media is bought and valued.