Sainsbury’s is testing electronic shelf-edge labels in its Old Street store some 15 months after Tesco ran a similar trial.

Sainsbury's is trialling digital labels in its Old Street store

Shopwave chief executive and co-founder Ben Brown believes factors including the growth of e-ink technology and increasing energy efficiencies could provide the digital labels the impetus they need.

Sainsbury's trials electronic tags as it seeks to automate pricing process