God help us, Amscreen has just announced a trial deployment with ASDA, the UK’s second largest supermarket, which will see Amscreen’s so called ‘close-proximity signage units’ installed in ASDA’s brand new store in Keighley, Bradford.
Brian Rutherford, Head of Store Design and Retail Development at ASDA said in the press release “We are excited to be working with Amscreen on this and believe the technology will allow us to communicate effectively with our customers in a dynamic and interesting way, giving them a better in-store experience via technology that can be deployed without fuss or disruption.”
Mr Rutherford needs to get another job if he really is ‘head of store design’ – I’m sorry but there is no way that Amscreen’s digital display screen is in anyway on ‘brand’ within Asda. Amscreen are a one product company – that horrible black small landscape screen with the even worse 1960s scrolling LED at the top and it seems they would sell it anywhere and bolt it onto anything no matter what it looked like.
Needless to say Baron Bully-Barrowboy’s lawyers will be onto us again but seriously let’s hope that this stays just a trial until Amscreen realise that TV-on-a-Stick is not what this industry is all about or ASDA see sense and take this sort of business out to a proper tender.
The press release does state that the screens will initially be installed at the pharmacy and photography / technology counters in the store and will carry product and pricing information although there will also be a screen in the colleague area (the employee’s rest area).
Simon Sugar, CEO at Amscreen added: “We are delighted to be working with ASDA and believe that our unique ‘plug and play’ system offers a practical and cost-effective way to communicate in real time with both customers and colleagues via an engaging format.”
We bet he is BUT we figure this is just another case of star-struck corporate employees not choosing the best option available in the marketplace.