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Innovation at the shelf edge
It’s been a challenging year for stores due to Covid-19, but some retailers have found time to innovate at the shelf edge with noteworthy technology deployments
Share this item with your network: By Published: 31 Dec 2020
Müller has created a game-changer in an area that has been in desperate need of innovation for years, according to Carol Hand, head of category in the yoghurt and desserts division at the dairy product behemoth.
She is referring to a shelf-edge Müller digital marketing display that went live in Asda stores across the UK at the end of November 2020.
The dairy giant said the takeover would also drive overall category value
Müller has teamed up with Asda for a new partnership that aims to engage shoppers with its brands digitally, both in-store and online.
The year-long partnership runs until November 2021 and includes digital instore takeovers and online activations.
The store takeovers started rolling out across 35 Asda stores in England, Scotland and Wales at the end of last month. They include the installation of multiple screens above yoghurt aisles, showing the latest Müller Corner TV advert.
Müller said content would be regularly updated to also feature other core brands such as Müllerlight and Müller Rice. Asda’s Wakefield store also has larger screens with changing imagery that currently highlight the variety of Müller Corner variants available.