Morrisons has become the latest retailer to install SFD Systems’ video shelf edge labels in store.  The supermarket has begun with a three-month trial of SFD’s electronic shelf edge labels at the Guiseley store near Bradford and will be testing various different animated promotions at the digital shelf edge to drive sales of products including chocolate confectionary and biscuits.

“The trial is looking at ways to make the shopping experience more engaging,” said a Morrisons spokeswoman. “It is about having the opportunity for more interactivity and theatre on the shelves and making them more interesting.”

SFD Systems MD Chris Brown said: “Our video shelf-edge labels encourage customers to stop at the shelf and help them to make purchasing decisions by showing helpful information, product reviews and live price comparisons. This leads to a better in-store experience and increased sales. We look forward to announcing further new installations shortly.”

A number of new retail customers will be unveiled by SFD Systems in coming weeks.