Electronic shelf labels (ESLs) offer dynamic pricing and enhance customer service.
BY FIONA BRIGGS
Electronic shelf labels (ESLs) are rolling out on store shelves across Europe and it’s not difficult to see why. While not new to the mar- ket, the latest ESL technolo- gy makes them easier to read and leads to more customer
engagement and positive experiences.
Operationally, ESLs offer retailers’ huge savings
in staff time — no more frequent updating prices
and product information. The technology also cuts
the cost of printing labels, which can be significant
in competitive markets where retailer price matching is becoming the norm.
ESLs also enable dynamic pricing, which is key
Tesco Sees Benefits
in a multi-channel world where shoppers can in-
stantly compare prices on their mobile device, in-
spiring them to leave a store to buy a product else-
where. The technology helps retailers to change
prices quickly in response to competitor price
changes, reassuring customers that they are re-
ceiving the best possible deal.
In the U.K., Tesco is testing ESLs at an Express convenience store in Hertfordshire, following trials in
other markets, including Hungary. “We’ve taken
our time to make sure we’re using the best possible
technology that customers will find easy to read,”
reported Tesco CIO Mike McNamara.
Tesco’s solution uses the same e-ink technology that’s used in e-book readers; feedback from customers is reportedly good. Tesco is also extending
its trial to a superstore.
According to McNamara, it’s a much simpler system than manually changing between five and 10
million shelf edge labels every week. “That’s a lot
Tesco is testing ESLs in an
Express convenience store.