Co-op shoppers in line for smart shelf labels

Phones and key fobs may be used to access extensive product data

Retailers are predicting a big increase in self-service technologies

Shoppers could control the flow of information available on supermarket shelf labels using their mobile phone or a key fob, if early plans at the Co-operative Group go ahead.

The retailer wants to introduce electronic shelf-edge labels that can hold more data than just price, said IT development manager Lawrence Freeman.

The plan could involve the devices being controlled by key fobs and ultimately by mobiles.

‘We want to provide more information than simply price, so customers can make more informed decisions,’ said Freeman.

‘Electronic labels could provide data such as nutritional details or the origin of products.’

Investment in technologies to boost customer service is essential, said Freeman.
‘There will be a significant increase in self-service technologies over the next few years,’ he said. ‘It is about using IT to give customers more information so they can do things themselves.’

Tesco has tested electronic labelling, but believes widespread adoption is years away.

Improvements in screen technology are essential before customers will embrace electronic labels, said Tesco group IT director Colin Cobain.

‘We held trials of the technology a few years ago, but many customers did not like the quality of the labels, and preferred paper ones. But I expect screen technology to advance in coming years,’ he said.

Neil Saunders, consulting director at Verdict Research, said: ‘Retailers must be sure that the benefits outweigh the cost and that the technology is not just gimmickry. Many shoppers just want to get in and out quickly and do not want to access vast amounts of information.’