Asda is trialling a digital signage system from Sir Alan Sugar’s Amscreen in its new Keighley store.

The screens are initially being installed at the pharmacy and photography counters in the store, and will carry product and pricing information, keeping customers informed of what is happening throughout the store and making pricing offers and deals more visible.

The idea is that offers are promoted to customers at the point of sale. It is not clear whether Asda will charge suppliers to promote their products using the system.

Amscreen’s technology allows screen content to be updated remotely and in real-time, without the need for any extra cabling or IT infrastructure on site. A short video of the screens in use can be viewed on Amscreen’s site.

Asda head of store design and retail development Brian Rutherford said: “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.”

Other retailers rolling out digital screen networks with Amscreen include Lloydspharmacy and BP.