Asda has started trials of electronic shelf labels (ESLs) at one of its Express convenience stores in Manchester city centre.
Having worked with Vusion Group to install 3,000 ESLs, pricing updates at the Oxford Road store can now be done in just 15 seconds at the click of a button.
Running for 12 weeks, the trial is expected to simplify operations for staff so they can spend more time serving the needs of customers.
Asda noted that the pilot site is a high-footfall store, which will help to stress test the technology and provide more learnings. The trial will be run across several product categories, including frozen, fresh, in-store bakery, toiletries, and BWS.
“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 Chris Walker, Managing Director of Asda Express.
“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.”
Asda has previously tested similar technology at its Stevenage superstore, concluding the trial in 2023.
Lidl, Aldi and several regional Co-operatives have been rolling out ESLs in recent years, helping reduce the burden of manually changing prices and freeing up staff to focus on other tasks. ESLs are also claimed to be more environmentally friendly thanks to the paper saved on shelf labels. However, despite the benefits, the leading multiples, including Tesco and Sainsbury’s, have yet to adopt the technology.
NAM Implications:
- We know the tech works…
- …so the trial will demonstrate the extent to which ESL will simplify operations for staff…
- …so they can spend more time serving the needs of customers.
- Hopefully the trial will generate results that will cause Asda to roll out fast.
- Despite Tesco and Sainsbury’s choosing not to adopt ESL thus far…
