Asda has installed 3,000 electronic shelf-edge labels at an Asda Express store in Manchester.
A 12-week trial would see product pricing updates at the Oxford Road city centre store made “in as little as 15 seconds”, the supermarket said, allowing colleagues to make changes “at the click of a button”.
Asda is working with technology provider Vusion Group on the trial. The store’s location, in a high footfall area, “will help to stress test the technology and provide even more learnings” Asda said. The ESLs will be applied across a wide range of categories including frozen, fresh, in-store bakery and toiletries, as well as beers, wines and spirits.
It is a return to the technology by Asda, which last September called time on a major ESL trial at its Stevenage superstore, which was the biggest in the UK upon launch in 2020. More than 25,000 ESLs were involved in the trial – carried out with ESL provider SES-Imagotag and electronics giant Panasonic – as the retailer tested how the technology could be used in price campaigns, to display allergen information, and to assist pickers to find items faster.
“We’re delighted to launch a new trial of electronic shelf-edge labels, as we continue to invest in enhancing our in-store processes,” said Asda Express MD Chris Walker.
“This ‘test and learn’ trial will not only help to simplify operations for colleagues in the store, but it will also provide us with valuable learnings that will shape future technology rollouts into stores. We look forward to hearing feedback from customers and colleagues on the trial.”
ESLs made their debut in grocery more than 30 years ago, but despite widespread use across Europe – particularly in France and Scandinavia – have been slow to make their mark in the UK. However, adoption of the tech is on the increase, particularly in the convenience and discount sectors.
In November, East of England Co-op claimed to have boosted labour productivity by 70% since it began rolling out electronic shelf labels in March. In partnership with Pricer, the society has installed ESLs in 48 stores, with the remainder of its estate to receive the tech by spring next year. In March, Central Co-op completed the rollout of over one million ESLs across its food estate.
In July, Blakemore Retail began rolling out ESLs across 130 more stores in partnership with Vusion Group, following a trial at 43 sites. The latest rollout will see more than 570,000 ESLs deployed across its estate. Vusion Group has been working with independent retailer Kavanagh’s on its own ESL rollout at its store in Belsize Park, London, which the group estimates saved 600 hours in label changes and promotional material set-up within a six-month period last year.
Vusion Group also works with M&S, Morrisons and Budgens.
Aldi and Lidl have also widely adopted ESLs across their estates.
ESLs allow retailers to make pricing and promotion changes centrally while dispensing with the need to update printed labels.
However, the tech has sparked consumer suspicion they will be used for so-called ‘surge’ pricing, whereby prices are increased to exploit demand.
“With ESLs leading the charge, retailers can revolutionise their operations, create seamless shopping experiences, and build sustainable practices for the future of retail in the face of challenges like food inflation, rising costs, and increasing consumer demands,” said Vusion Group.
Asda said it “hopes to continue investing” in future technology trials in its Express estate, “as it sets out to provide an enhanced instore customer experience”.
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