Asda has integrated electronic shelf edge labels (ESLs) across 250 of its busiest Express convenience stores in the UK following a successful three-month trial at its Oxford Road store in Manchester.

Implemented through a partnership with digital commerce company VusionGroup, the British grocery retailer the new technology aims to improve shelf availability whilst simplifying operations for employees.

Around 700,000 digital displays will be installed across Asda stores, aiming to free colleagues from manually replacing prices in-store so they can focus on customer service.

The technology also helps to boost the customer experience by providing allergen information at shelf edge through QR codes in addition to displaying the cost, weight and unit price of products.

The retailer said that the three-month trial in Manchester, where Asda implemented VusionGroup’s solutions alongside software partners Renovotec and HL Display, allowed staff to spend more time helping customers, managing deliveries and restocking shelves.

ESL technology will also be introduced in Asda's future Express stores, 20 of which will open at the end of the year, the retailer confirmed on Friday.

The company said the move is part of its convenience store opening programme, an initiative that will see the retailer expanding its convenience store presence in high-footfall urban areas, residential neighbourhoods, and transport hubs, where Asda previously had a limited presence.

The first store, located in Castleford, will open next week.

James Laws, senior director at Asda Express said: “With the first of 20 new Express sites set to open next, we're excited to build on this momentum and to bring Asda's trusted value to even more communities across the UK.”

Asda serves around 16 million customers each week from over 1,200 UK locations and online, employing more than 140,000 people across its stores, depots, home offices and subsidiaries including IPL, Forza, Kober and Leon.

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