Asda is trialing electronic shelf labels at its Express store in Manchester's Oxford Road, aiming to streamline operations and improve customer service. The move, however, has raised concerns about potential price unpredictability and discrimination.
Asda has revealed a significant alteration to its store layout, although it may not be welcomed by all customers. The supermarket giant is testing electronic shelf edge labels at one of its Express convenience stores located in Manchester city centre. These digital labels will display the same details as their paper counterparts, such as product prices, weight and unit price.
This means Asda can implement pricing updates on products in just 15 seconds, enabling staff to make changes with a simple click. In collaboration with Vusion Group, the supermarket plans to install 3,000 electronic shelf labels at the Oxford Road branch, reports the Express. The trial, set to last for 12 weeks, aims to streamline staff operations, allowing them to dedicate more time to customer service. Asda's Oxford Road store in Manchester, known for its high footfall, will serve as an ideal location to 'stress test' this new technology. A broad range of products, including frozen and fresh produce, bakery items, toiletries and alcohol, will feature these digital labels. However, this move may not sit well with all shoppers, as concerns have been voiced about potential 'unpredictability' in pricing due to the digital labels. Pricing specialist Matt Wills had previously explained to the BBC the complexities in offers perception, saying: 'With a lack of clarity on what the reference price is, consumers might not realise they are getting a deal at all. This could also lead to unpredictability of prices, causing added complications for people on a budget squeeze, if items are seen to be continually changing in price.' Further to this point, Wills remarked on how this situation could foster 'price discrimination' noting the potential for certain products to experience price surges due to increased demand in specific locale
Asda Electronic Shelf Labels Pricing Customer Service Technology
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