The end of the road for yellow discount labels in supermarkets? Supermarkets prepare to introduce new pricing technology

The UK’s largest supermarkets are planning to introduce technology that will allow them to automatically update product prices on shelves throughout the day.

Grocers are considering eliminating paper price tags, a move that could signal the end of yellow discount stickers on expired food at the end of the day and first thing in the morning.

They are trying to catch up with German discounters Aldi and Lidl, which have already implemented the technology in their UK stores.

French technology company Vusion, based in the Paris suburbs, hopes to introduce digital price tags in 1,000 stores in the UK and Ireland by the end of this year.

It has already forged a partnership with Walmart – the largest supermarket retailer in the United States – and is in the process of introducing digital price tags in 2,300 of its stores.

Vusion is in talks with major supermarkets. Marks & Spencer is already trialling the technology in six of its stores, with plans for a wider rollout.

Retailers say digitizing price tags allows staff to be more efficient and focus on other jobs rather than updating prices on shelves.

And it’s more environmentally friendly, reducing paper waste and allowing stores to more closely monitor stock levels.

But concerns have been raised about a possible “price surge”, which would cause prices to rise when products are in higher demand.

Another drawback from the shopper’s perspective is that it would be more difficult for them to spot discounted items without the highly visible yellow label.

They wouldn’t be able to tell which items had seen their prices reduced during the day because the digital label would simply change automatically.

“We are in talks with most brands,” said Vusion CEO Thierry Gadou.

‘By the end of 2026, most brands will set digital prices. The others will be left behind. “We are at the tipping point in the UK.”