May 22, 2023
The company will replace paper price posters with digital signage by electronically labelling shelves to quickly transmit product descriptions and prices.
After a successful pilot test in Zaragoza, the company has decided to implement an average of 3,500 digital posters per point of sale in all its stores in the country this year and next.
This measure improves the shopping experience and customer communication by ensuring visual uniformity, clarity of information, and product price, and simplifies the store team’s work, allowing them to focus on higher-value tasks.
Lidl is committed to digitalizing its processes, promoting projects like its Lidl Plus app, which lets customers access the e-ticket without printing the purchase receipt, consult its digital brochure through the app, or receive it via WhatsApp.
This time, Lidl is putting digital signage in all of its stores in Spain, which will replace all of its conventional price and product description panels. Lidl’s goal is to establish itself as a benchmark in sustainability and innovation within and outside of its business. Because to this approach, there will be an increase of around 3,500 digital posters at each point of sale on average, as well as a reduction of more than 2,900 tonnes of paper consumed annually, which is comparable to the saving of more than 49,000 trees.
It is a form of electronic labelling known as ESL, which stands for electronic shelf labels. This type of labelling is wirelessly connected to a centralised system, which enables the quick transmission of data such as the product’s price and a description of the product. Electronic labels present the required information in this manner, displaying it digitally and in real time on the screen.
As a result of the positive results obtained from the recent pilot test that was conducted in its stores in Zaragoza, the chain has made the decision to implement it gradually in all of the more than 650 stores that it has in Spain over the course of this year and the following.
A progressive and environmentally friendly method
In order to roll out its brand-new digital signage throughout all of its locations, Lidl plans to invest more than 50 million euros overall in the project. An additional project that lends credence to the company’s promise to become more environmentally responsible and to lessen the negative influence that it has on the world.
According to Michaela Reischl, the CSR director of Lidl Spain, “as a company we are facing a constant search for processes and solutions that allow us to reinforce our commitment to the conservation of resources and that in turn suppose an improvement both in the shopping experience of our customers and in the management of the store team”
In addition to its positive effects on the environment, this initiative also has a positive impact on the quality of the shopping experience as well as the communication with the customer at the point of sale. This is because, among other things, it ensures that the information linked to the price and the description of the products is presented in a uniform and clear manner. This eliminates the need to struggle with reading the poster on the paper, which may be tough to do if the print quality is poor or the poster is positioned incorrectly.
In a similar vein, this technology makes one of the most routine tasks in a store significantly less complicated. This is made possible by the centralised automation of the process of changing the product descriptions and prices. Because of this, the team at the store will be able to devote more time to activities that have a higher value added to them, such as providing better service to customers.
commitment to using more ecologically friendly and digital options
Lidl is progressively devoted to the digitalization of its processes, while simultaneously promoting its omnichannel strategy, with the intention of constantly providing customers with a shopping experience that is both appealing and environmentally responsible.
A prime example of this is the company’s Lidl Plus app, which was released in 2018. It is the first loyalty programme in the industry to be conducted entirely online and currently boasts a user base of more than five million people.
Among the features that Lidl Plus incorporates, the one that stands out the most is the special Lidl Pay service, which is a mobile payment system. Another feature that stands out is the prospect of saving paper, which is made possible by the fact that it allows users to have only the digital purchase receipt and foregoes the option to print the receipt by default. In addition, in 2021, Lidl implemented an additional action to minimise the amount of paper used in its physical purchase receipts by shortening the length of each receipt by around 9 centimetres. As a result, the company was able to save more than 63,000 kilos of paper on an annual basis.
The digital brochure may also be viewed using the Lidl Plus app, and as of the previous week, customers have the option of having it sent directly to their WhatsApp accounts.
The customer can get in touch with the company using this application by calling the number 682 290 839. After saying “hello” and providing their postal code, the customer will start receiving the digital brochure on a weekly basis. The company is making steady progress in its aim to interact with its clients in the digital world on a deeper and more meaningful level thanks to this development.
The dedication of Lidl to the Spanish market
Because of the responsibility that comes with being a huge company, Lidl is working harder than ever to strengthen its commitment to Spain and make a significant contribution to the country’s progress in the areas of economics, labour, and social development. In this sense, the company continues to generate wealth throughout the territory thanks to the opening of new stores and logistics platforms, the creation of new stable and quality jobs, and the purchase of more national and regional product, boosting and internationalising the business of its suppliers.
In addition, the company continues to purchase more national and regional product. All of this while maintaining a close relationship with the most vulnerable populations and working on projects that aim to enhance their quality of life, without ever sacrificing sustainability as the primary driving force behind its operations, and while consistently providing its consumers with the most affordable shopping baskets possible.
May 11, 2023
