A CHAIN of convenience stores has been chosen to help discover what motivates shoppers to buy beer in off-licences.

Coors Brewers has teamed up with Bell's Stores for an eight-week trial in its Guisborough store that will see customers confronted by a innovative beer aisle.

In-store cameras have been set up to film shoppers and researchers are also being stationed in the store to quiz customers about what beer they have purchased and why.

The Guisborough store's beer aisle has been given a radical makeover to accommodate the project.

It uses tailor-made visuals previously unseen in any other store.