It’s a feature loved by bargain–hunters across the UK.
But yellow discount stickers could soon be a thing of the past – amid the rise of digital price tags.
Asda is the latest supermarket to introduce the high–tech feature, which will be rolled out at 250 of its Express stores across the country.
The retailer is following in the footsteps of Lidl, Co–op, and Currys, who have already adopted so–called electronic shelf–edge labels (ESLs) in shops.
Retailers say that digitizing price tags allows staff to be more efficient and focus on other jobs rather than updating shelf prices.
And it is more environmentally friendly as it reduces paper waste and allows stores to keep a closer eye on stock levels.
But, experts have previously warned that the technology could mark the end of an era for the beloved yellow reduced sticker.
A digital label would change automatically when an item’s price had been cut – meaning there will be no need for staff to break out the yellow sticker gun.
Asda is the latest supermarket to introduce the digital price tags, which will be rolled out at 250 of its Express convenience stores across the country
Experts have previously warned that the technology could mark the end of an era for the beloved yellow reduced sticker (stock image)
Digital price tags have already been introduced by the likes of Lidl, Co–op and Currys across UK stores.
Co–op has also used the technology to direct shoppers to its membership webpage when they tap the label with their mobile phone.
Asda said around 2,800 separate labels will be added, meaning staff will no longer need to manually replace pricing in stores.
The technology, powered by retail technology firm VusionGroup, also helps display allergen information through QR codes, as well as displaying the cost, weight and unit price of products.
The grocer said the change will free up time for its store workers, such as to help customers, manage deliveries and restock shelves.
‘We’re continuing to invest in enhancing our stores, and the launch of cutting–edge technology across our Express estate is proof of this,’ said Joseph Sutton, Asda Express’s vice president.
‘By streamlining our instore operations, we can free up our colleagues to focus on what they do best – serving our customers.’
It is understood that Asda currently has no plans to reduce staffing as a result of the rollout, nor introduce ‘dynamic pricing’ – which enables businesses to raise or lower prices in real–time in response to demand.
Asda said around 2,800 separate labels will be added, meaning staff will no longer need to manually replace pricing in stores
This will come as a relief to pricing expert Matt Wills, who has previously warned digital pricing could cause confusion for the average shopper.
Speaking to the BBC, he warned: ‘With a lack of clarity on what the reference price is, consumers might not realise they are getting a deal at all.
‘This could also lead to unpredictability of prices, causing added complications for people on a budget squeeze, if items are seen to be continually changing in price.’
Mr Wills also said there is a risk of ‘price discrimination’, with some products’ prices being hiked because of higher demand in a particular area.
With store-specific pricing, customers will only be shown items which are available to buy in that store, as well as new items or any special deals, according to VusionGroup.
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