Safeway is to adopt electronic shelf edge labels across its estate following successful trials in two pilot stores.
The supermarket will start rolling out the electronic labels in mid-October and aims to have the technology live in 50 larger stores by the end of the financial year. Safeway chief information officer Ric Francis said: "We are applying ESL to larger stores first. It means a reduction in time to affect price changes in store and greater efficiency. "
He said the technology would mean head office could control and change prices on labels remotely, which would improve Safeway's capability to price consistently at the store end.
Francis said: "When we have the technology in all our stores we can start making electronic labels more interesting, but we are not looking at using them for any promotional activity in the short term."
Safeway has been trialling the labels across all categories at its St Albans store since May, as well as on selected categories at its Woosehill store in Wokingham.
Tesco is also trialling ESL from French company SES on the biscuit aisle of its store in Irlam, Manchester, but has not made a decision on roll out.
And Irish chain Superquinn is testing the technology, which is more widely established in the US and on the Continent.