Marks & Spencer is modernising its stores with a major aisle change that could signal the end of traditional paper price tags for customers. The supermarket has announced plans to introduce retail technology firm Vusion's Connected Store platform, starting with a number of new stores fitted with Bluetooth-enabled electronic shelf labels (ESL) and smart infrastructure.
Following the initial deployment, the company said there could be further rollout potential in the future. According to M&S, the technology is designed to help connect store systems, product information and colleague activity more effectively.
How the new system works
Instead of paper labels on the side of shelves, shoppers will see mini e-paper screens. The system automates price updates via the cloud, removing the need for staff to manually replace paper tags. It also includes location-aware capabilities, such as flashing digital labels to help staff locate products more efficiently, with some models featuring tools like AI inventory monitoring cameras and restock alerts.
Roy Horgan, CEO UK & Ireland at Vusion, said: "We are pleased to be working with M&S as it continues to invest in its store estate and colleague experience. Our Connected Store platform is designed to help retailers improve operational execution while providing the infrastructure to support future innovation."
Industry perspective on ESL technology
Toby Pickard, a retail futures senior partner from the Institute of Grocery Distribution, previously told Metro that ESL technology can make physical shopping more efficient. He said it can help free up employees from tasks so they can spend more time on the shop floor helping customers and help retailers better run their stores.
"This flashing light technology can also be used to help store associates pick online orders faster on the shop floors," he added. "In some markets, we have even seen this technology being offered to shoppers to help them find products that they are looking for, especially in parts of the store where there can be a lot of similar looking products like the wine aisle."
Pickard continued: "We believe that retailers will continue to push ahead with ESL technology and other in-store technology, as there are numerous benefits that digitalising the physical store can offer to them as well as brands and consumers."
Other supermarkets adopting smart tech
The move follows similar digital retail deployments across the UK high street. Last year Co-op started rolling out ESLs in its stores, becoming the first major supermarket to use them specifically for customer engagement. Its shelf labels contained NFCs, built-in near-field communication chips readable by most smartphones, allowing shoppers to tap their devices on the labels and automatically load up Co-op's membership sign-up page.
Tesco also recently revealed plans to play influencer videos on screens in stores and to have human-sized robots roaming its aisles, while Morrisons began introducing AI smart trolleys in August.
However, supermarkets' developments with technology and AI have not all been smooth. In August, Sainsbury's was forced to suspend its facial recognition after a customer was wrongly accused of being a shoplifter. With supermarket fridges being targeted in a series of cyber attacks over the past few weeks, shoppers may be wary of the changes.
