UK supermarket retailer Asda has completed the chain-wide installation of electronic shelf edge labels (eSELs) across its entire Asda Express convenience estate.
Backed by an investment exceeding £7.5 million, the technology deployment incorporates more than 1.2 million digital labels across 517 convenience locations nationwide. Executed in collaboration with retail technology provider Vusion alongside partners Renovotec and HL Display, the automation programme replaces manual shelf-ticketing workflows while expanding product data display at the point of purchase.
The operational transition eliminates the manual replacement of approximately 120,000 paper price tickets each week, allowing store colleagues to redirect working hours toward customer service, on-shelf availability, and general store standards.
In-Store Automation and Labour Efficiency
The capital deployment equips Asda Express stores with Vusion’s 2.6-inch electronic shelf labels, engineered with higher-contrast digital screens to improve legibility for both store staff and consumers.
Key operational metrics and structural capabilities of the rollout include:
🏷️ Estate-Wide Scale: Deployed across all 517 Asda Express convenience stores in the United Kingdom.
⚙️ Hardware Volume: Installation of more than 1.2 million individual digital shelf units.
⏱️ Labour Reallocation: Eliminates the manual swapping of 120,000 paper price tags weekly across the convenience network.
🔍 Hardware Engineering: Features 2.6-inch high-resolution digital displays to maximise visibility across high-traffic convenience aisles.
Matt Harrison, Director, Asda Express central operations, said: “Completing the rollout of electronic shelf edge labels across our entire Express estate is a major milestone.
“By removing manual pricing tasks, we’re freeing up time for colleagues to focus on serving customers and keeping store standards high. It’s another example of how we’re modernising our stores to improve the shopping experience for customers.”
Roy Horgan, UK&I CEO at Vusion said: “We are proud to have reached this milestone with Asda, and we look forward to continuing our partnership, building on this strong foundation to further improve the in-store experience for all.”
Shelf-Edge Data and Allergen Compliance
Beyond automated price governance and promotional synchronisation, the electronic labels function as dynamic information hubs for shoppers.
The digital displays show real-time unit pricing, product weight metrics, and promotional mechanics, providing store staff with immediate data to resolve customer queries directly in the aisle.
Additionally, the technology provides detailed ingredient and allergen disclosures on unpackaged items, such as fresh bakery goods. This on-shelf transparency supports regulatory compliance and allows consumers to review nutritional and allergen information prior to purchase.
In-Store Vision and Inventory Replenishment Trials
The completion of the eSEL rollout coincides with broader in-store automation pilots across Asda’s retail footprint.
The retailer is currently trialling shelf-edge camera technology across five larger supermarket stores ahead of a potential wider rollout:
Automated Shelf Auditing: Overhead and shelf-edge cameras continuously monitor product facings to detect stock gaps, out-of-stock items, and low-inventory alerts in real time.
Misplaced Stock Detection: Computer-vision software identifies items placed in incorrect shelf positions or adjacent categories.
Dynamic Staff Alerts: When inventory thresholds or merchandising anomalies are detected, the system dispatches automated task notifications directly to colleagues' mobile devices to accelerate restocking.
The dual focus on digital shelf labelling and visual inventory monitoring reflects ongoing operational strategies across the UK grocery sector, where supermarket operators are leveraging connected in-store hardware to lower administrative overheads, reduce stockouts, and standardise retail compliance.
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