Technology options provider Herbert Retail has installed the new Electronic Shelf Labeling (ESL) at the UK-based convenience store Nisa Local’s 2,000 units in Shrewsbury.
With the new ESL, store owners can make automatic pricing and timed promotional updates when required at any time. The technology is expected to reduce the printing labels cost and offer savings in staff time when distributing and applying updated labels.
ESL uses technology similar to e-readers and displays price and product information at the point of purchase.
Store owner Rav Garcha said the decisions of UK customers are based on price, so the most important thing for stores is to ensure that pricing is easy to see and compelling, encouraging repeat purchase and customer retention at local stores.
"ESL technology facilitates this dynamically, allowing time-of-day promotions, and also facilitates added-value point of purchase information, such as cost per unit, recipe ideas, QR codes, suggestions for accompanying products, such as wine to compliment your meal choice, and much more," Garcha added.