Asda has completed the rollout of electronic shelf edge labels (eSELs) across all 517 of its Asda Express convenience stores, part of a £7.5 million investment in in-store technology.

Working with retail IoT provider Vusion and partners Renovotec and HL Display, the supermarket said it has installed more than 1.2 million electronic shelf labels across its convenience estate.

The rollout replaces the need for colleagues to manually change more than 120,000 paper shelf-edge price tickets every week.

Asda said removing manual price changes will allow store teams to spend more time serving customers, improving product availability and maintaining store standards.

The digital labels also provide clearer pricing, unit cost, weight and promotional information, Asda said, making it easier for staff to answer customer queries at the shelf edge. Customers will also be able to access additional ingredient and allergen information for products such as bakery items to help them make informed purchasing decisions.

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.”

Other supermarkets have also installed similar technology, including Tesco, which is rolling them out across all its stores over the next two years.

In October last year, Morrisons announced that it was setting up digital labels across all of its 497 supermarkets, saying it was the first large UK supermarket group to adopt the technology across its entire store estate.

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