Belgian retailer Extra Shop has installed electronic shelf labels (ESL) in 40 of its stores.

The company said the move will allow the company to highlight specific campaigns and product information whilst displaying price and promotional information at the right place and time.

The technology has been installed with technology firms Vusion and Proximus NXT, who supply the systems to over 1,700 retail stores in Belgium.

Extra shop, which is a non-food retail group specialising in maintenance, household products and cosmetics, said that its employees will benefit from the new technology as it will guide their restocking process through geolocation and LEDs placed on each ESL.

Through the technology, Extra Shop will be able to track, monitor and update the ESL from anywhere at any time.

“This collaboration will not only enhance our operational efficiency, but also keep our employees motivated and enthusiastic about improving the shopping experience for our customers,” said Laurent Vanden Brande, head of supply chain and IT at Extra Shop. “We are eager to witness the positive impact of these innovations in our stores and are confident that our customers will benefit from an enhanced shopping experience.”

Other European retailers have recently installed similar systems including Dutch supermarket chain Plus, which installed ESL its 265 stores last December.

The company said the upgrade will involve a transition from three-colour labels to four-colour labels with more eye-catching graphics, with the move aiming to engage shoppers and improve shelf communication.

Last month East of England Co-op announced it had completed the first pilot of a communication platform designed to deliver shelf-edge digital experiences.

The platform, developed by Pricer, adds larger digital displays at shelf level, aiming to support clearer communication, more effective promotions and better customer service within aisles.

It is built around a battery-free powered rail system that provides continuous power directly through the shelf edge.

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