Atlanta-based Shaw’s Supermarkets, a subsidiary of Britain’s Sainsbury grocery giant, has announced that two stores in Connecticut have been equipped with electronic shelf labels (ESLs) from NCR Corporation.

ESLs are digital tags that can be attached to shelves where they display merchandise pricing and other information. The NCR RealPrice(TM) wireless ESL solution is linked to the same computer file used by the store’s point-of-sale system, so shoppers are assured that when their purchases are scanned at checkout, the price will match the price in the aisle.

Shaw’s spokesperson Bernard Rogan commented: “Accurate pricing is important. Let’s face it, nobody likes to hear those infamous ‘price check on aisle 10’ announcements. ESLs allow stores to effectively address this key customer satisfaction issue while lowering store operational expenses. They also enable us to launch sales or special promotions easily and quickly.”

Pete Bartolotta, VP and GM of NCR RealPrice, commented: “As word spreads about the lower cost and quick return on investment from NCR RealPrice, a truly wireless solution, we’re seeing increased interest even during this challenging economic period.

“More and more retailers are realizing the value of investing in ESLs to operate their stores more efficiently and improve merchandising effectiveness.”