Asda, a prominent UK supermarket chain, is currently conducting a 12-week trial of electronic shelf labels (ESLs) at its Express convenience store located in central Manchester. This pilot program involves the installation of 3,000 digital screens, powered by French software company Vusion Group, across various sections of the store including frozen foods, fresh produce, bakery, toiletries, and alcohol. These ESLs replace traditional paper price tags and display product information such as price, weight, and unit price. The key advantage of this technology lies in its centralized control, enabling staff to update prices and product details remotely, ensuring accuracy and efficiency. Asda anticipates that this system will free up staff time, allowing them to better focus on customer service, especially considering the high foot traffic experienced at the Manchester Oxford Road location, which serves as an ideal testing ground for the technology.
The introduction of ESLs, however, is expected to generate mixed reactions among Asda shoppers. While offering operational benefits, these digital displays raise concerns regarding potential “surge pricing,” a practice where prices fluctuate based on real-time demand. This dynamic pricing model, facilitated by the easily adjustable electronic labels, could lead to higher prices during peak shopping periods. Additionally, the absence of traditional paper-based discount stickers, typically in bright colors like yellow, orange, or red, might make it more challenging for shoppers to identify discounted items. This potential drawback could impact the ability of price-conscious consumers to readily locate and take advantage of special offers.
Asda management views the ESL trial as a crucial step in modernizing its in-store processes and enhancing the overall customer experience. Chris Walker, Managing Director of Asda Express, emphasizes the importance of the “test and learn” approach, seeking feedback from both customers and staff to refine the technology and inform future rollouts across the Express store network. This pilot follows a previous test of digital labels at an Asda superstore in Stevenage in 2023, demonstrating the retailer’s commitment to exploring and integrating innovative technologies.
The move towards ESLs aligns with a broader trend within the supermarket industry to streamline operations and improve efficiency. Asda joins other major retailers like Lidl and Aldi, who have already implemented or are in the process of introducing digital price tags in their stores. This industry-wide adoption highlights the perceived benefits of ESLs, particularly in reducing staff workload and enabling more dynamic pricing strategies.
Beyond the ESL trial, Asda has undertaken several other initiatives in recent months. These include expanding its loyalty program, Asda Rewards, to offer cashback on fuel purchases at select forecourts, investing £50 million in store renovations to enhance the shopping environment, and updating its logo. These changes reflect Asda’s ongoing efforts to improve customer loyalty and strengthen its brand image in a competitive market. However, not all changes have been met with positive feedback. A recent adjustment to the Asda Rewards program, reducing benefits for Blue Light card holders, sparked criticism from some shoppers.
Asda also offers various ways for customers to save money. These include shopping the Just Essentials budget range, easily identifiable by its bright yellow packaging, which offers a wide selection of affordable products. Utilizing the Asda Rewards program provides access to exclusive discounts, offers, and cashback on selected Star Products. Taking advantage of alcohol deals, such as multi-buy discounts, can lead to significant savings. Furthermore, joining relevant Facebook groups can provide insights into the latest deals and new product launches, allowing shoppers to stay informed and maximize their savings potential. Asda’s emphasis on providing value and affordability underscores its commitment to catering to a wide range of customer budgets.
