Asda is the latest retailer to announce a major rollout of electronic shelf-edge labels, as it looks to improve standards and service across its stores.
Starting now Asda will begin to roll out the technology – which is developed by French tech firm Vusion Group – to 250 of its “largest and busiest” Express convenience stores.
Once the rollout is complete, Asda will have installed more than 700,000 separate ESLs, approximately 2,800 per store.
Vusion’s technology, which is called SESimagotag, has the capability to display allergen information and QR codes, as well as displaying the live price, weight and unit price of products.
It means Asda store staff will no longer have to manually update pricing, meaning they can “better use their time to help customers” Asda said. Vusion’s “connected store” system can also help monitor stock levels and replenishment.
Asda began trialling the technology in its Oxford Road Express store in Manchester last year, in partnership with Vusion, Renovotec and HL Display. It followed a larger store ESL trial in Stevenage in 2023.
“We’re continuing to invest in enhancing our stores, and the launch of cutting-edge technology across our Express estate is proof of this,” said Asda Express vice president foodservice and fuel Joseph Sutton.
“By streamlining our in-store operations, we can free up our colleagues to focus on what they do best – serving our customers.
“With the first of 20 new Express sites set to open next, we’re excited to build on this momentum and bring Asda’s trusted value to even more communities across the UK.”
Asda store standards have slipped amid struggles
Asda is the second major UK supermarket chain to announce a rollout with Vusion, after it was revealed by The Grocer in March that Co-op would install the tech in all of its 2,400 stores by the end of 2026.
Waitrose, Sainsbury’s, Tesco and Morrisons are also either currently trialling or have trialled Vusion’s tech in a small number of stores.
“We are proud to be extending our partnership with Asda as they accelerate their digital transformation,” said Roy Horgan, Vusion Group CEO for UK&I.
“This next phase is a testament to both Asda’s digital ambition and the strength of Vusion Group’s market-leading technologies. By combining ESLs with IoT innovation and data-rich insight, we are helping to transform the in-store experience for Asda customers and colleagues.”
Asda’s rollout comes as executive chairman Allan Leighton continues with his efforts to turn the tide on Asda’s recent struggles, in a bid to return the grocer to profit.
The return of Rollback has helped Asda become much more competitive on price, however inconsistent store standards and service remain a significant problem, after years of underinvestment due to its costly Project Future to decouple its core systems from Walmart.
The Grocer revealed in August that Asda is also trialling AI-powered cameras developed by Focal Systems to monitor availability in five of its supermarkets.
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