Tesco have introduced a new technology into their new Lincoln store which displays a side by side product feature comparison when a customer picks up up to three phones. Side by side comparison sheets are common around products which have many features to compare when making a buying decision. Only recently though have we seen digital being used for this purpose. The interactive technology make it easy for customers to focus in on comparing only the products they are reviewing. The technology is fairly simple and requires Tesco to tag a product with a short range radio frequency tag like an NFC or RFID tag and then use a reader positioned above the devices to recognise when a product has been picked up and trigger the screen to display the details of those phones that have been lifted up and are thus in the range of the reader. Tesco's Lincoln store also features one of the new high speed automatic scanning tills.