Co-op launches ‘tap to join’ memberships

Co-op has announced the introduction of ”tap to join” memberships on its new electronic shelf labels.

The NFC technology utilised on the electronic shelf edge label directs the shopper to Co-op’s membership webpage via their own mobile phone where they can sign-up.

Co-op confirmed earlier this year that it had partnered with VusionGroup to replace paper shelf edge labels in store with the new electronic shelf edge labels, a move designed to improve the customer shopping experience.

Electronic shelf edge labels can also simplify everyday store tasks including stock replenishment and picking online grocery orders.

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 and Ireland, VusionGroup, added: “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.”