Asda has launched a new trial of electronic shelf edge labels (eSELs) at its Oxford Road Express convenience store in Manchester city centre. This initiative, carried out in partnership with Vusion Group, aims to streamline in-store operations and enhance the customer shopping experience.
The trial, running for 12 weeks, involves the installation of 3,000 eSELs across various product categories, including frozen foods, fresh produce, instore bakery items, toiletries, and alcoholic beverages. The technology enables pricing updates in as little as 15 seconds, allowing store colleagues to make swift adjustments with just the click of a button.
Chris Walker, Managing Director of Asda Express, commented:
“We’re delighted to launch a new trial of electronic shelf edge labels as we continue to invest in enhancing our instore processes. This ‘test and learn’ trial will not only help to simplify operations for colleagues in the store but also provide valuable insights that will shape future technology rollouts. We look forward to hearing feedback from customers and colleagues on the trial.”
The Oxford Road store, known for its high footfall, offers an ideal environment to stress-test the technology. By trialling eSELs in a busy location, Asda aims to gather extensive data and feedback to inform potential future rollouts across its Express estate.
This trial builds on Asda’s previous experimentation with similar technology at its Stevenage superstore, which concluded in 2023. Asda continues to explore innovative solutions to improve in-store efficiency and customer satisfaction
