Waitrose is currently rolling out electronic shelf labels from the Korean supplier SoluM. The British supermarket operator of the John Lewis Partnership has now equipped more than 200 of its about 420 stores with the technology. With this project, the company aims to drive forward the digitalisation of its stores. The solution promises to deliver product and price information to the shelves quickly and accurately without the need for manual intervention.
In December 2025, Waitrose had begun fitting its supermarkets with ESLs from the manufacturer’s Newton Pro product range. The technology provider reports that the implementation in the stores is being planned according to local requirements, so that installation can take place whilst the stores remain open. The roll-out to further outlets will continue accordingly.
This step confirms that the roll-out of digital price labelling is continuing to gain momentum in the United Kingdom as well. According to estimates by The Retail Optimiser, Vusion is currently leading the way amongst providers of this technology in the UK, with over 4,200 stores set to be fitted with Vusion technology or already equipped with it. Competitor Hanshow follows very closely behind, with around 1,086 Aldi Süd stores in the UK and around 3,000 Tesco stores set to receive the Chinese provider’s technology.
Vusion leads the field in the UK
Lidl is relying on Vusion in its about 1,020 stores in the UK. Morrisons is currently in the process of fitting all its outlets with Vusion labels as well. Asda is also introducing digital shelf labels from the Paris-based company, initially in its approximately 250 Express stores. The Retail Optimiser reported. The Co-operative Group, which operates throughout the UK and is headquartered in Manchester, is also relying on Vusion for all its 2,400 stores. Market leader Tesco decided last month to equip all its UK stores with ESLs from Hanshow. The Retail Optimiser reported.
In the UK, SoluM currently supplies the regional Lincolnshire Co-op as well as Scotmid and Southern Co-op. Outside the UK, SoluM’s customers include Aldi Nord in Belgium, Lidl in selected international markets, Rossmann in some of its branches, the Rewe Group with Billa in Austria, and, more recently, Kölln Zoo.
LED flashing light attracts attention
The displays from the Newton Pro product family, which Waitrose has opted for, are available in a wide range of sizes from 1.6 to 12.2 inches, equivalent to around 4 to 30 cm. They can display up to six colours, including black, white, red and yellow. Compared with the previous generation, the Newton Pro labels are said to have a tenfold increase in update speed, which should enable price changes in real time. The manufacturer promises minimal maintenance requirements for the labels and a service life of more than ten years for the built-in batteries.
A built-in LED signal light, which can flash in seven different colours, is designed to draw customers’ attention to special offers. When used in conjunction with a customer app, the flashing light can also help customers find a specific item on the shelf more quickly.
Labels communicate via NFC
The labels can communicate with apps on mobile devices via a built-in NFC chip. This enables staff, for example, to check stock levels, or allows customers to access additional product information, vouchers or promotional content with a simple tap on their smartphone. The store operator can use the ESLs fitted with this technology as a marketing channel and to analyse shopping behaviour.
