Tesco is making a huge change to 'Scan as you Shop' in major supermarket shake-up

is introducing a big change to its stores for customers who use its "Scan as you Shop" .

The chain is working to ramp up its. One plan is to introduce new in-store advertisements through its Scan and Go devices. Customers using the supermarket’s self-scanning devices will be shown adverts as they reach a particular area of the shop or shelf, reports .

Tesco's Media & Insight Platform shared a whole raft of advertising plans during a supplier event in London this week. Explaining the move - which has not yet been given a launch date - Tesco's Media & Insight Platform head of sales Lee Roberts said: “I’m about to go into the frozen aisle and on my Scan as you Shop device I’m delivered a display message for a particular product, offer, or promotion that’s in that frozen aisle. And this can be replayed as you navigate your way around the rest of the store.”

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Tesco has not yet disclosed further details on the new advertisements; however, it has announced that it will be introducing more "store wraps" for advertisers and short-form videos for its website and apps. Store wraps are where the entire outside of a Tesco superstore becomes a billboard.

PepsiCo was first to wrap a Tesco store earlier this year, displaying a 46-meter-wide and 10-meter-high advert on the entrance wall to the retailer’s Vauxhall superstore. The ad was for it's sponsorship of the UEFA . Tesco said it was planning to have store wraps in up to 50 Tesco stores in the UK. The new video option allows brand advertisers to launch short-form banner videos on ’s website and app - which has 16 million users.

Tesco noted that video ads had “significantly higher engagement than traditional broadcast media,” particularly among younger age demographics. On the advertorial updates, Tash Whitmey, MD of Tesco Media said: “As retail media continues to grow and expand, Tesco is leading the way.

"We use smart insights from our growing Clubcard base to build refined audiences, offering precision at scale. Along with our expanding creative canvas, we’re able to create immersive omnichannel brand activations that enhance the customer experience and drive business growth, positioning us as a great partner for retail media success.”

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