Tesco to extend electronic labelling

Tesco is extending trials of electronic shelf-edge labelling with a view to installing it at certain counters in all UK stores.

The supermarket giant has been testing the wireless technology to instantly update and check prices at its delicatessen counters against competitors.

It has deployed ZBD’s electronic display to allow it to update any form of rich text content, such as graphics, logos, promotional offers and price changes instantly. The displays are linked wirelessly to in-store systems with a 100-metre range.

‘There is no need for paper tickets to be sent in from head office,’ said Tesco counter operations manager Mark Green.

‘Price changes can all be done in the back office, which filters through to the scales on the delicatessen counter and is communicated to the labels.’

The electronic labelling is simpler for staff to update, reduces the time involved in checking prices, cuts paper use and has been 100 per cent accurate so far.

‘The main benefit is in improved customer service, as they get up-to-date pricing and information, but staff also save time and can better serve our customers,’ said Green.

However, Tesco is not going to extend the system to all shelves.

‘At the moment, we are deploying it at just delicatessen counters because it is unique in having a lot of tickets that change frequently,’ said Green. ‘But it would not necessarily suit the shop floor.’

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