Aylesbury store is test subject for interactive pricing technology

Dixons Retail begins electronic shelf-edge label trial

Dixons has begun trialling electronic shelf-edges price labels in one of its Currys and PC World stores.

Retail Week reports that the Aylesbury Currys and PC World store is the first to use the interactive technology, provided by software firm The Herbert Group, which allows a connected e-ink display to automatically adjust prices.

The tech means that the store can choose to adjust details and prices of every product in the shop, rather than searching out each individual label and replacing it – this makes competing dynamically with internet retailers much easier.

“We hope this new generation of shelf edge labels will drive even greater customer confidence in our pricing, as well as provide further information at the point of purchase to help customers make informed choices,” commented Simon Swanborough, project manager at Dixons.

“As the new technology is used more widely, we hope to see customers interacting with these through their smartphones and QR codes, or by using social media to ‘like’ particular products.”

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