Asda trials electronic shelf edge label in Oxford Road Express c- store

Asda has announced a new trial of electronic shelf edge labels (eSELs) at an Asda Express convenience store in Manchester city centre.

Working with Vusion Group to install 3000 electronic shelf edge labels, pricing updates at the Oxford Road store can be done in as little as 15 seconds – allowing colleagues to make changes at the click of a button.

Running for 12 weeks, the trial aims to simplify operations for colleagues and ensure more of their time can be spent meeting the needs of customers.

The Manchester Oxford Road store is a high footfall store, which will help to stress test the technology and provide even more learnings. The trial will be run across a wide array of product categories, including frozen, fresh, instore bakery, toiletries as well as beers, wines and spirits.

Chris Walker, Managing Director of Asda Express, said: “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 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. Asda hopes to continue investing in future technology trials within its Express estate, as it sets out to provide an enhanced instore customer experience.