Asda and Avery Berkel have partnered to create the UK’s first sustainable trial store, equipped with a state-of-the-art digital labelling solution developed by Avery Berkel and its partner, Hanshow. The store, located in Middleton, provides customers with an intuitive and enjoyable shopping experience, in line with Asda’s commitment to sustainability and customer satisfaction.
Asda’s goal with the store is to reduce the amount of single-use plastic their customers take home, as part of their ambition to become a net-zero carbon emissions business by 2040. To make this goal more visible to customers, Asda collaborated with Avery Berkel and Hanshow to create a scale solution that uses Electronic Shelf Labelling (ESL) technology, ensuring a seamless integration for an enhanced shopping experience.
The ESL technology used by Avery Berkel and Hanshow is part of a wider effort to make Asda’s refill areas more efficient and sustainable. By automating the pricing process, Asda can reduce the cost and time associated with manual updates, as well as respond quickly to market trends and customer demand. Additionally, the ESL devices themselves have a battery life of up to 15 years, and the components are made of materials that are up to 88% recyclable.
In line with their commitment to making sustainable shopping more affordable for customers, Asda also launched the ‘Refill Price Promise’, stating that the unwrapped products included in the trials such as rice, pasta and cereal would never cost more than their wrapped equivalents. To make this promise more visible to customers, Asda further collaborated with Avery Berkel and Hanshow to create a scale solution that uses ESL technology.
The response from customers has been overwhelmingly positive, with hundreds of social media users requesting similar initiatives in their local stores. Suzie Hardy, Sustainability Manager for Asda, said: “Avery Berkel has been our weighing partner of choice for many years due to their expertise, great service levels, and reach within the industry. Their new integrated Electronic Shelf Label solution allows us to easily manage the entire offering – from displays through to checkout. These efficiencies are a key part of how we’re able to deliver our refill price promise to our customers.”
Asda and Avery Berkel’s partnership marks a milestone in the pursuit of sustainability in the retail sector, and serves as a compelling model for others to emulate.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.