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Safeway Plc in the UK has announced that it will introduce an electronic shelf label system developed by NCR to its stores there, designed to insure that the prices on the shelves match those in the system and being charged at checkout.

The decision comes after a successful test of the technology at two of its units nationwide.
KC's View:
Seems to us that as interesting as this technology is, it’ll get more compelling when it starts being used in other new and innovative ways.

For example, we remember a story a while back that said as retailer was going to use an electronic shelf label system to develop an off-peak pricing policy, enabling it to charge lower prices at times when its stores are slow. That struck us as being highly imaginative, and a terrific use of the technology.