Co-op has launched new electronic shelf labels to make it easier to become a member.

Shoppers can tap on the electronic shelf labels using their mobile phone, where they will be taken directly to Co-op's membership webpage.

The new labels use Near Field Communication (NFC) technology to provide the link, where shoppers can sign up.

Co-op has partnered with VusionGroup, a retail technology company, to install the electronic shelf labels.

The move builds on an existing partnership, which previously saw Co-op replacing paper shelf edge labels instore with new electronic shelf edge labels.

The retailer said the move is designed to improve the customer shopping experience, enhance the transparency of product information (such as allergen and nutritional information or country of origin), improve inventory management and cut paper waste associated with traditional shelf labels.

The Co-op added that electronic shelf edge labels can also simplify everyday store tasks including stock replenishment and picking online grocery orders.

Additionally, the labels can alert customers to the latest Co-op price savings, deals and savings.

These electronic labels are now seen in over 700 Co-op stores, with the company planning to roll out the technology to more than 1600 stores by the year end.

Co-op said it aims to instal electronic shelf label technology in all of its 2,300 stores by the end of 2026, which it says is the UK's widest rollout of this technology.

“Co-op is committed to continually exploring innovative technology that can improve how we operate - with ease, convenience and the customer experience at the heart of everything we do,” said David Tyas, Co-op’s operations innovation lead. “The electronic labels not only have the potential to enhance product information and transparency, avoid paper waste, and improve ways of working, they can also enhance the shopping experience and make it easier for customers to become a Co-op member and start to benefit from member price savings, promotions and deals, and save on a wide range of everyday essentials.”

In March 2024, Co-op announced a partnership with Pricer to install a new digital shelf labelling platform in over 120 food stores in the east of England.

At the time, the retailers said the cloud-based platform would allow the company to centrally manage and control pricing, product information as well as promotions on all shelf labels in connected stores.

The Co-op added that the technology eliminates the need to manually update information and reduces the risk of error, adding that the move would increase efficiency and allow staff to focus on other tasks.

The move comes after several other grocery retail chains have recently installed VusionGroup’s electronic shelf labelling.

In June 2024, Danish discount supermarket chain Netto partnered the business to roll out smart digital shelf labels across 550 stores.

US retail giant Walmart also announced it would implement digital shelf labels across 2,300 stores by next year.

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