Supermarket chain makes 'innovative' change at 700 stores to save shoppers money
Customers can sign up for money-saving offers by simply tapping their phone against shelf labels.
A trip to the supermarket can be quite expensive these days. As costs consistently rise, many chains continue to think of ways to help customers save money.
This is where being part of a loyalty scheme can sometimes benefit shoppers, offering exclusive money-saving offers - and Co-op has just thought of a new way to help customers sign up.
The multi-channel retailer has introduced new electronic shelf edge labelling technology that invites customers to 'tap to join' with their phone, making it easier to become a member and access benefits and price savings in store.
Co-op's loyalty scheme offers members benefits such as lower prices on popular products, personalised weekly offers and chances to win money, with it costing £1 to join, although this is returned on the first in-store purchase made with a personalised offer.
Using Near Field Communication (NFC) technology, the "innovative" shelving feature directs customers to the Co-op membership website, allowing them to sign up and access savings on a wide range of everyday essentials by the touch of a phone.
The feature offers another benefit to the electronic shelf edge labels that were installed by Co-op earlier this year, after it replaced paper labels by partnering with the firm VuzionGroup.
These new electronic shelf edge labels (ESLs), also utilised by Sainsbury's, have been designed to improve the shopping experience, while enhancing product specifications such as allergen, nutritional and country of origin information.
Alongside communicating the latest price savings and deals, they also help out with inventory management by simplifying everyday store tasks including stock replenishment and picking online grocery orders.
Now available across 700 Co-op branches, the retailer aims to roll out its ESLs to more than 1,600 of its stores during 2026, marking the widest rollout of the technology across the UK.
David Tyas, Co-op’s Operations Innovation Lead, said: “Co-op is committed to continually exploring innovative technology that can improve how we operate - with ease, convenience and the customer experience at the heart of everything we do.
"The electronic labels not only have the potential to enhance product information and transparency, avoid paper waste, and improve ways of working, they can also enhance the shopping experience and make it easier for customers to become a Co-op member and start to benefit from member price savings, promotions and deals, and save on a wide range of everyday essentials."
Roy Horgan, CEO UK & Ireland, VusionGroup, said: "We are proud to be partnering with the Co-op to give UK customers access to the benefits of electronic shelf labels and technology for the physical store. Co-op’s innovative use of NFC tags to seamlessly link customers to the benefits of membership directly from the shelf is just one demonstration of how this technology can transform the retail experience.
"With other applications across the supply chain and customer journey - for customers and associates - this rollout is an important step in what we expect will be a broader industry transformation."
News of Co-op's 'tap to join' feature comes not long after the supermarket was a victim of the cyber hacking incident that hit the UK high street earlier this year, with other retailers M&S and Harrods also being targeted.
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For Co-op loyalty members, the firm confirmed that some personal data of millions of customers had been stolen when cyber hackers calling themselves DragonForce infiltrated its IT networks.
As a "gesture of appreciation", the company then issued its members with a £10 discount that was available for one week in June, although the deal was not extended to staff members with an account.