Asda is all set to install digital price tags in 250 of its Express convenience stores, enabling electronic price changes across shelves. The popular UK supermarket is following the footsteps of others, such as Lidl and Currys, who have installed the electronic shelf-edge labels (ESLs) in the stores. 

Asda confirmed that around 2,800 individual labels will be added. This means staff will no longer need to manually replace pricing in stores. The digital price tag technology, developed by retail tech company VusionGroup, offers more than just dynamic pricing. It enhances the shopping experience by providing essential product information directly at the shelf. Through integrated QR codes, customers can easily access detailed allergen data, helping them make safer and more informed choices.

Additionally, the tags clearly present key details such as the product’s cost, weight, and unit price, ensuring transparency and simplifying price comparisons for shoppers.

The change is likely to give some more time to its store workers for other things such as to help customers, manage deliveries and restock shelves, reports The Grocer. 

However, Asda has so far no plans to reduce  the number of staff as a part of the rollout. It is also believed that the supermarket will not introduce “dynamic pricing” – which enables businesses to raise or lower prices in real-time in response to demand.

Joseph Sutton, Asda Express’s vice president, said: “We’re continuing to invest in enhancing our stores, and the launch of cutting-edge technology across our Express estate is proof of this.

“By streamlining our instore operations, we can free up our colleagues to focus on what they do best – serving our customers.”

Digital price tag technology is gaining traction across UK retailers, with major chains like Lidl, Co-op, and Currys adopting it in their stores. This innovation not only streamlines pricing updates but also opens up new avenues for customer engagement.

For instance, Co-op has enhanced its use of the technology by enabling interactive features—shoppers can tap the digital label with their mobile phones to be instantly directed to the Co-op membership webpage. 

Meanwhile, Asda is opening up to 20 new convenience stores before the end of the year.