Norwegian grocery wholesaling group NorgesGruppen is integrating electronic shelf labels (ESLs) at its shops as it looks to boost its in-store digital operations and the customer service experience.

Through a partnership with Pricer, which specialises in digital retail solutions, Norgesgruppen is rolling out the new shelf labels to boost accuracy, provide instant updates to pricing, and reduce manual labour.

The technology uses infrared or wireless communications to update prices in real time from a central system, connecting all shelf labels, store systems, and operational workflows into a single cloud platform.

With a 43.2 per cent market share in 2018, NorgesGruppen was the largest player in the Norwegian grocery retail market.

ESLs are becoming increasingly popular amongst grocery retailers, with Morrisons announcing earlier this week that it will roll out ESLs across all of its 497 supermarkets.

The retailer says it is the first large UK supermarket group to adopt the technology across its entire store estate.

The supermarket has partnered with retail technology company VusionGroup on the rollout of around 10.8 million ESLs across Morrisons stores.

Earlier this month, Asda also announced it is rolling out ESLs across 250 UK Express stores.

The British supermarket said that the technology, also rolled out in partnership with VusionGroup, aims to improve shelf availability whilst simplifying operations for employees.

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