The Co-op is utilising its recently launched Electronic Shelf Edge Labels (ESLs) to make becoming a member in-store easier for shoppers.
Customers can now ‘tap to join’ its membership programme, with the Near Field Communication (NFC) technology embedded in the ESL directing the shopper to the Co-op’s membership webpage via their own mobile phone.
In May this year Co-op announced it was partnering with VusionGroup to replace traditional paper labels with ESLs across its store estate by 2026, as part of what it says will be the UK’s largest rollout of this technology.
To date the electronic labels are now in use in over 700 Co-op stores with ESLs expected to be in use in more than 1600 stores by the end of this year.
“Co-op is committed to continually exploring innovative technology that can improve how we operate – with ease, convenience and the customer experience at the heart of everything we do. The electronic labels not only have the potential to enhance product information and transparency, avoid paper waste, and improve ways of working, they can also enhance the shopping experience and make it easier for customers to become a Co-op member and start to benefit from member price savings, promotions and deals, and save on a wide range of everyday essentials.”
David Tyas, Operations Innovation Lead, Co-op
“Co-op’s innovative use of NFC tags to seamlessly link customers to the benefits of membership directly from the shelf is just one demonstration of how this technology can transform the retail experience. With other applications across the supply chain and customer journey – for customers and associates – this rollout is an important step in what we expect will be a broader industry transformation,” commented Roy Horgan, CEO UK & Ireland at VusionGroup.
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