Dixons trialling electronic shelf labels in-store


Dixons is trialling electronic shelf labels (ESL‘s) in-store for the first time as it continues its multi-channel strategy.

It is trialling the ESL‘s across 10 categories at Dixon‘s 2,100 sq m Aylesbury store, with the project being managed by the Herbert Group, which is the UK partner for Pricer.

The ESL‘s display price and product information at the point of purchase and allows retailers to responsively adjust pricing based on external factors such as competitor pricing.

The Pricer labels offer fine resolution for text and graphics rendering with a 170 degree wide viewing angle and low reflection in all lighting conditions and means prices can be changed across the estate rather than staff having to change price labels manually.

Simon Swanborough, Project Manager at Dixons Retail, commented: “We‘re excited to be trialling ESLs in our Aylesbury store. We hope this new generation of shelf edge labels will drive even greater customer confidence in our pricing, as well as provide further information at the point of purchase to help customers make informed choices.

“As the new technology is used more widely, we hope to see customers interacting with these through their smartphones and QR codes, or by using social media to ‘like‘ particular products.”