Co-op is using new electronic shelf edge labels (ESLs) to make it easier for shoppers to become members of Society and benefit from price savings and personalised offers.
The ‘tap to join’ labels in the convenience retailer’s stores utilise Near Field Communication (NFC) technology, which directs shoppers to Co-op’s membership webpage via their mobile phone when they tap the label. They can then sign up to avail of the retailer’s member-only deals.
Earlier this year, Co-op confirmed a deal with VusionGroup to replace paper shelf edge labels in its stores with ESLs, a move designed to improve the customer shopping experience, enhance the transparency of product information, improve inventory management, and reduce paper waste. The labels can also instantly communicate the latest price savings and deals.
The ESLs have now been rolled out in over 700 Co-op stores. The technology is expected to be deployed to approximately 1,600 Co-op stores by the end of this year and to all 2,400 of its outlets by the close of 2026.
David Tyas, Co-op’s operations innovation lead, said: “The electronic labels not only have the potential to enhance product information and transparency, avoid paper waste, and improve ways of working, they can also enhance the shopping experience and make it easier for customers to become a Co-op member and start to benefit from member price savings, promotions and deals, and save on a wide range of everyday essentials.”
Roy Horgan, CEO UK & Ireland, VusionGroup, added: “Co-op’s innovative use of NFC tags to seamlessly link customers to the benefits of membership directly from the shelf is just one demonstration of how this technology can transform the retail experience. With other applications across the supply chain and customer journey – for customers and associates – this rollout is an important step in what we expect will be a broader industry transformation.”
