Asda has completed the rollout of electronic shelf edge labels (eSELs) across all 517 of its Express convenience stores, a move that eliminates the need for staff to manually swap out over 120,000 paper price tickets each week. The retailer invested over £7.5 million in the project, which saw more than 1.2 million electronic shelf labels (ESLs) installed across the estate.
Partnership and Investment
The rollout was carried out in partnership with Vusion and its partners, Renovotec and HL Display. As part of the deployment, Asda introduced Vusion's new 2.6-inch electronic shelf edge label, which features a higher quality screen designed to be easier to read for both colleagues and customers.
With the new system in place, colleagues no longer need to manually change shelf-edge prices. This frees up time for teams to focus on serving customers, improving product availability, and maintaining store standards, according to the retailer.
Customer Benefits and Information Display
The new labels provide clearer display of pricing, unit cost, weight, and promotional information, making it easier for colleagues to answer customer queries at the shelf edge. Customers will also benefit from additional ingredient and allergen information on certain products, such as bakery items, enabling them to make more informed choices.
Matt Harrison, Director of Asda Express central operations, said: “Completing the rollout of electronic shelf edge labels across our entire Express estate is a major milestone. By removing manual pricing tasks, we’re freeing up time for colleagues to focus on serving customers and keeping store standards high. It’s another example of how we’re modernising our stores to improve the shopping experience for customers.”
Future Plans and Industry Impact
Roy Horgan, UK&I CEO at Vusion, commented: “We are proud to have reached this milestone with Asda, and we look forward to continuing our partnership, building on this strong foundation to further improve the in-store experience for all.”
The completion of this rollout means that more than 1.2 million ESLs now exist within Asda's network of convenience stores, marking a significant step in the retailer's ongoing investment in technology across its estate.
