Dixons is trialling electronic shelf-edge labelling at its store in Aylesbury as it continues to develop its multichannel offer.

It is trialling the technology across ten categories at the Currys and PC World store in Aylesbury with a view to rolling the technology out more widely if it works well for the chain.

The electronic labelling uses technology that is similar to an e-reader and means prices can be changed across the estate at the touch of a button, instead of staff having to change price labels manually.

The technology also enables a retailer’s pricing strategy to be more responsive to external factors, such as competitor pricing.

Simon Swanborough, project manager at Dixons Retail said: “We hope this new generation of shelf edge labels will drive even greater customer confidence in our pricing, as well as provide further information at the point of purchase to help customers make informed choices.”

He added that the retailer hopes the service will increase shopper engagement. “As the new technology is used more widely, we hope to see customers interacting with these through their smartphones and QR codes, or by using social media to ‘like’ particular products.”

Dixons is working with software supplier The Herbert Group.