British supermarket chain Asda has embarked on a pilot project involving electronic shelf edge labels (eSELs) at its Express store in Manchester city centre, UK.  

The initiative, conducted in collaboration with Vusion Group, involves installing 3,000 eSELs at the store. 

The new labels enable pricing updates in 15 seconds through a simple click. 

The 12-week trial is designed to streamline store operations and free up staff time for improved customer service.  

The Oxford Road store – the selected location for this pilot – experiences significant customer traffic, providing an optimal environment to rigorously evaluate the technology across frozen goods, fresh produce, bakery items, personal care products and alcoholic beverages. 

Asda Express managing director Chris Walker said: “We’re delighted to launch a new trial of electronic shelf edge labels, as we continue to invest in enhancing our instore processes.  

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“This ‘test and learn’ trial will not only help to simplify operations for colleagues in the store, but will provide us with valuable learnings that will shape future technology rollouts into stores. We look forward to hearing feedback from customers and colleagues on the trial.” 

Asda previously trialled a similar system at its superstore in Stevenage, concluding the experiment in 2023.  

The retailer is keen on further technological explorations within its Express stores to augment the shopping experience. 

In November 2024, Asda initiated a trial of a new self-service returns system, which includes an innovative “drop box” feature, at its Ashton-under-Lyne store in Greater Manchester.