Asda has announced the rollout of electronic shelf edge labels (ESLs) across 250 of its busiest Asda Express convenience stores, aiming to improve in-store efficiency and reduce manual tasks for colleagues.
The national deployment follows a successful three-month trial at Asda’s Oxford Road Express store in Manchester. During the trial, store staff were able to shift their focus from manual pricing updates to customer service, delivery management and shelf replenishment.
Working with VusionGroup, and partners Renovotec and HL Display, Asda will now implement more than 700,000 ESLs across the selected stores. On average, each site will receive approximately 2,800 digital shelf labels, replacing traditional printed pricing.
The ESLs offer more than just price display. Each label presents detailed product information, including cost, weight and unit price, and supports QR codes that direct customers to allergen data, a feature designed to make navigating dietary needs more straightforward at the shelf edge.
The move is part of Asda’s wider investment in digital innovation within its convenience estate. As part of its store expansion strategy, the retailer also confirmed plans to open up to 20 new Asda Express sites before the end of 2025. The next store, in Castleford, is set to open next week, with ESLs installed from launch.
Joseph Sutton, Vice President Asda Express, foodservice and fuel, commented: “We’re continuing to invest in enhancing our stores, and the launch of cutting-edge technology across our Express estate is proof of this. By streamlining our instore 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 to bring Asda’s trusted value to even more communities across the UK.”
Roy Horgan, CEO UK & Ireland at VusionGroup, added: “We are proud to be extending our partnership with Asda as they accelerate their digital transformation. This next phase is a testament to both Asda’s digital ambition and the strength of VusionGroup’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.”
Alongside the digital rollout, Asda has recently introduced its ‘Bake on the Shop Floor’ model, bringing ovens into smaller Express locations. This setup enables the baking of fresh goods, such as pastries, directly in-store, expanding convenience offerings for customers in compact store formats.
