Whole Foods tells digital stories
At its flagship store in Alpharetta, GA, Whole Foods has introduced a series of digital signage installations to provide shoppers with information and inspiration.
The store features four interactive experiences:
1) Farm, Meet Table: An interactive wall of window panes in the store’s café displays real-time images of local suppliers to connect "customers more closely to the real people that provide the food they eat." The installation includes "a peek into authentic moments — such as hands patting down freshly planted herbs or shots of the farmer’s daughter blowing out candles at her birthday party." Additional content includes Q&As, maps, and video profiles for each supplier.
2) Wise Wood: A 12-foot tall x 2.5-foot wide wooden tower tells the story of Whole Foods’ new "Responsibly Grown" produce rating system. Customers pull a series of wooden knobs to transform a farm landscape for information on specific sustainable farming practice that are part of the program. For example, pulling the "Energy Conservation" knob causes a set of wooden windmills to appear out of the ground and start spinning.
3) Whole Body Mirror: Designed to help shoppers discover the chain’s Whole Body products that match specific needs, customers see their forms reflected in a "magic mirror" as one of three auras: Refresh, Energize, Relieve. They are prompted to align their whole body by mimicking a pose, such as becoming "zen", flexing their muscles, or hugging themselves. The press release states, "Achieving a pose activates a burst of the shopper’s aura and reveals a product within Whole Body related to the pose just completed."
4) Perfect Pairings: At the cross-section of the of wine, beer and cheese departments, an in-the-round installation of stacked crates helps shoppers discover products. On each of the three faces of the installation there is an open crate, revealing one of three interactive touchscreens:
- "Expand Your Palate" allows shoppers to discover products they might like based on their individual taste preferences. For example, tapping "tastes like dark chocolate" reveals a coffee and wine product recommendation. Tapping the "I like" tile for curry or BBQ ribs, reveals a relevant beer pairing for each.
- "Celebrate Your Passion" is an Instagram feed of photos of favorite pairings from the Avalon, GA community using #WFMAvalon.
- "Become a Connoisseur" educates and assists customers by answering questions such as, "I’m having a party, how much wine should I buy?" or "How do I make a cheese plate?"
"We wanted to bring in some cool digital elements, but we didn’t want that to detract from the shopping experience," Whole Foods’ Social and Digital Media Specialist Matt Courtoy told Adweek.
- SapientNitro’s Second Story Helps Whole Foods Market Innovate the Shopping Experience in New Alpharetta, GA Store – SapientNitro
- Inside Whole Foods’ Store of the Future Tackles sustainability with digital displays – Adweek
- Whole Foods testing new interactive tech in Georgia store – Digital Signage Today
Do the digital signage installations at Whole Foods’ Alpharetta store offer a glimpse of the future of storytelling in grocery stores? What do you like most and least about the four installations?