Waitrose has become the first UK retailer to use full-colour video shelf edge labels to display prices and point-of-sale promotions.  The supermarket is trialling SFD Systems’ digital shelf edge technology to support seasonal campaigns at the Trumpington branch in Cambridge.

SFD Systems’ video shelf-edge labels offer a step change in functionality compared with traditional electronic shelf labels (ESLs).  The system enables retailers to show high-resolution full-colour animated price tickets as well as video promotions and point of sale advertising and delivers a host of other benefits including automatic compliance checking which could put an end to out-of-date prices and promotions on shelves.

Waitrose has been running various promotions including a gin offer in the Beers Wines and Spirits aisle where the buying team have displayed tasting notes and recommendations.

“We are always looking at how we can bring the Waitrose offer closer to our customers and give them clearer, more convenient access to product information and recommendations from our buyers,” said customer relationship manager Charles De Clerck. “It’s a new generation of digital ticketing.  This small trial is a first step to enable us to determine if the technology is something that has the potential to improve customers’ shopping experience further in the future.”

Chris Brown, managing director of SFD Systems said, ”We are delighted to be working with Waitrose on this pioneering electronic shelf labelling trial.  Our technology transforms shelf-edge promotions and advertising, offering brands a new way to influence shoppers right at the point of purchase.  We are seeing tremendous demand for our revolutionary digital shelf edges and will be announcing further international store installations very soon.”

Further information about the Waitrose trial is available is covered today in The Grocer.