The way people shop may be about to change forever, as electronic labels could be introduced in UK stores by the end of this year.
French tech company VusionGroup has confirmed it is in talks with all the major grocers about introducing electronic shelf labels or SESimagotag — an online platform that customers can use while shopping — to 1,000 UK and Ireland stores.
By scanning a QR or barcode code, shoppers would be able to access a range of e-services including product ratings, customer reviews and nutritional information.
Retailers say that digitizing price tags allows staff to be more efficient and focus on other jobs rather than updating shelf prices.
And it is more environmentally friendly as it reduces paper waste and allows stores to keep a closer eye on stock levels.
But, it could mark the end of an era for the beloved yellow reduced sticker if automated price changes are introduced.
A digital label would change automatically when an item’s price had been cut. There will be no need for staff to break out the yellow sticker gun, thus making it more difficult for shoppers to spot a bargain.
French tech company VusionGroup has confirmed it is in talks with all the major grocers about introducing electronic shelf labels or SESimagotag (Pictured: A digital tag in a US store)
SESimagotag could mark the end of an era for the yellow sticker as digital labels would change automatically when an item’s price has been cut
By scanning a QR code, shoppers would be able to access a range of e-services including product ratings, customer reviews and nutritional information (pictured: Digital labels in the US)
Concerns have also been raised over potential ‘surge pricing’, which could see prices hiked when products are more in demand.
Pricing expert Matt Wills previously warned digital pricing could case some confusion for the average shopper.
Speaking to the BBC last year he said: ‘With a lack of clarity on what the reference price is, consumers might not realise they are getting a deal at all.
‘This could also lead to unpredictability of prices, causing added complications for people on a budget squeeze, if items are seen to be continually changing in price.’
Mr Wills said there is also a risk of ‘price discrimination’, with some products prices being hiked because of higher demand in a particular area.
A variety of digital labels on items which come with a QR code that can be scanned
There will be no need for staff to break out the yellow sticker gun, thus making it more difficult for shoppers to spot a bargain
Pictured: A collection of reduced items with the yellow sticker which may soon become a thing of the past
With store-specific pricing, customers will only be shown items which are available to buy in that store, as well as new items or any special deals, according to VusionGroup.
The platform also boasts geolocation on the store’s map and digital labels will flash meaning customers can find their desired item faster.
VusionGroup has already forged a partnership with Walmart – the biggest supermarket retailer in the US – and is in the process of introducing digital price tags at 2,300 of its stores.
Marks and Spencer is already running a trial of the technology in six of its stores, with plans for a wider roll out.
They are playing catch up with German discounters Aldi and Lidl which have already rolled out the technology across their UK stores.
Vusion chief executive Thierry Gadou said: ‘We are in talks with most of the brands. By the end of 2026 most of the brands will be doing digital pricing.
‘The others will get left behind. We are at the tipping point in the UK.’
