Safeway is rolling out electronic shelf-edge labels (ESEL) from NCR to 50 of its stores, following successful pilots in St Albans and Wokingham.
The retailer announced in June that it was trialling IBM and NCR tags, and has decided to opt for NCR systems.
The roll-out of NCR's RealPrice system involves using electronic labels in place of all shelf-edge paper labels across the 50 stores. Until now, UK ESEL programmes have involved only partial installation of tags, in areas where prices change most frequently.
'Electronic ticketing is a major innovation that will enable us to offer better information to our customers,' said Safeway chief information officer Ric Francis.
The initial aim of the project is to ensure price accuracy rather than for use in short-term promotions. ESEL is also being used in retail revenue management
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