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LONDON - Safeway PLC will be the first UK retailer to introduce electronic shelf edge labels nationwide in a deal with Dayton, Ohio-based NCR Corp. Safeway plans to roll the system out to 50 stores, following a successful two-store trial earlier this year in St. Albans and Wokingham.
Electronic shelf labels (ESLs) are digital tags that can be attached to shelves or other store fixtures. They display pricing information in large, clear characters and provide other information to shoppers or store personnel.
The ESLs are linked to the same central pricing data that is accessed by the store's point-of-sale system. This assures that when an item is scanned, the price at the checkout always matches the price on the shelf.
"Electronic ticketing is a major innovation, which will enable us to offer better information to our customers," said Ric Francis, chief information officer, Safeway.