Tesco testing electronic shelf-edge labels in two stores

Having already installed about 400 of ZBD's electronic label devices at their South Wigston store in Leicestershire earlier this year, Tesco is expanding the trial to a second store near High Wycombe. As the Retail Bulletin notes:

Tesco began experimenting with ESEL for deli items over a year ago and has been testing the ZBD system at its South Wigston store in Leicestershire, for several months. “Staff and customers in the South Wigston store have already embraced the technology - especially the rich content on each display unit,” says Mark Green, head of counters at Tesco. “The ability of instant price updates as well as the amount of additional product information that can be displayed have had a major impact on staff productivity and the amount of food being thrown away.”

While much attention is given to revenue-generating opportunities for digital signage that involve advertising and marketing, this cost-saving and waste-reducing measure is a unique spin on an old trick.

Tags: retail media, electronic shelf labels, shelf-edge advertising