German supermarket chain Lidl is moving all 960 of its UK stores to electronic shelf labelling (ESL) following trials in more than 35 stores.

The move to ESL, which is set to be completed by the end of 2024, is estimated to save over 206 tonnes of carbon annually through paper and packaging reductions, while reducing ink use.

Since launching its trial in September 2022 across 35 stores, over two-thirds of shoppers surveyed said they didn’t notice the subtle change, reinforcing the benefit of making the paper saving switch.

The trial demonstrated how the technology can help bolster its store operations, without impacting the experience of shoppers due to the seamless integration. Introducing the technology means time staff previously spent manually checking and updating paper price tags is reduced, allowing them to focus on helping shoppers and restocking shelves.

“As a discounter, sustainability and efficiency run deep in our DNA,” said Isaac Ekpenyong, director of sales organisation at Lidl in the UK. “Making changes to how we operate, no matter how big or small, allows us to enhance the overall experience for those shopping with us. In this particular case, we’re empowering colleagues by freeing up more of their time to dedicate to tasks that directly benefit our customers. But our transition to electronic shelf labels is more than that; it is another step we are taking to reduce our impact on the environment by curbing paper and ink consumption.”

The supermarket will gradually introduce ESL into specific sections of each and every one of the its stores in the coming months, with the full rollout expected to be completed by the end of this year.

Since establishing itself in Great Britain in 1994, Lidl (corporate.lidl.co.uk) has experienced continuous growth and today has more than 31,000 employees, over 960 stores and 14 distribution centres in England, Scotland and Wales.

As part of the Schwarz retail group (gruppe.schwarz), Lidl in Europe has around 376,000 employees, operating approximately 12,200 stores and more than 220 logistics centres and warehouses in 31 countries. The Schwarz Group, which operates worldwide as a retail group, generated a turnover of €154.1bn in 2022.