Canadian supermarket chain Sobeys is deploying five million electronic shelf labels (ESL) across its stores, with an expected order value of £34 million.

The retailer said it initially installed the technology in 50 shops in June 2024 and has now taken the next step by entering into an agreement with JRT Solutions, part of Pricer Plaza, for further distribution.

JRTech Solutions is a Canadian electronic shelf label (ESL) specialist and the largest distributor of electronic shelf labels in North America, involved in more than 1,400 shop installations since 2008.

The rollout of the in-store automation and communication technology is expected to be completed by April 2026.

Sobeys currently has more than 1500 grocery and pharmacy stores in North America.

Mats Arnehall, chief commercial officer at Pricer, said: "After one year of thorough testing with a pilot installation and the first wave of successful deployments in 50 stores, we can clearly see how our in-store solution supports this leading retailer in digitising and transforming their operations while enhancing their focus on customer experience.”

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