Supermarket tests information displays

Sainsbury's will test electronic edge-of-shelf labels in an London store this autumn. ICL Retail Systems and Israeli-based Eldat are providing the technology.

The displays can be changed automatically using two-way infrared technology and a standard PC. Each unit can store up to seven pages of information.

A spokeswoman for Sainsbury's denied the company will use the system to introduce 'happy hour pricing' - whereby customers using the store at peak times pay more. She said the labels will make the stores more efficient as staff will be free to concentrate on customers. They will also allow stores to price items in sterling and euros.

Rick Paull, business development manager at ICL, admitted: "The technology does allow for time-of-day price changes." He added that it gives retailers the flexibility to react very quickly to the competition, and said ICL is currently talking to six other retailers about trying the system.

The units are solar-powered and the batteries are expected to last for five years.