Asda rolls out electronic shelf labels across Express stores

More than 250 convenience stores to adopt new technology aimed at boosting efficiency and improving customer experience.

Asda is accelerating its digital transformation with the rollout of VusionGroup’s electronic shelf edge labels (ESLs) across more than 250 of its busiest Express convenience stores in the UK. 

The decision follows a successful three-month pilot at Asda’s Oxford Road store in Manchester, where ESLs significantly reduced the time staff spent updating prices manually. This nationwide deployment will involve installing around 2,800 ESLs per store, more than 700,000 in total.

Asda is also preparing to open up to 20 new Express stores by the end of the year, starting with a site in Castleford next week. All new locations will feature ESL technology from day one, reinforcing the retailer’s commitment to operational efficiency and customer service.

“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 Joseph Sutton, Vice President of Asda Express, Foodservice and Fuel. “By streamlining operations, we can free up colleagues to focus on what they do best — serving our customers.”

The ESL rollout is part of Asda’s broader strategy to improve convenience store operations, which also includes initiatives like its new ‘Bake on the Shop Floor’ model, enabling Express stores to bake fresh goods on-site.