Tesco has ordered a further 2,500 electronic point-of-purchase displays from ZBD to extend trials of the devices to a third store.

The ZBD300 displays are smaller than the ZBD500 units in place already in Tesco stores and will be deployed in the dry grocery area of a store in Birmingham.

In February, it was revealed that Tesco had placed an order for 2,750 units of an electronic shelf-edge labelling (ESEL) device from Swedish supplier Pricer, to be used in a dry grocery department (Retail Week, February 22).

ZBD vice-president sales and marketing David Rogers told Retail Week that the grocer would be weighing up the relative merits of the two different systems. “We have proven our technology in Tesco’s deli counters. Any retailer will look at what else is in the marketplace and Tesco can draw its own conclusions,” he said.

Tesco operations development director Mike McNamara said: “The technology is great for helping to improve our customers’ shopping experience and making our store staff’s jobs easier. From our previous in-store experience, we believe ZBD’s displays can meet these criteria.”

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