Lidl Unveils Major Pricing Shift On Supermarket Shelves
- Lidl transitions to electronic shelf labels across all stores.
- Move aimed at improving efficiency and reducing environmental impact.
- Opinions among shoppers are split regarding the new digital approach.
- Key strategies highlighted for saving money at Lidl.
Lidl has taken a bold step by transitioning from traditional paper price tags to innovative electronic shelf labels in all its 960 supermarkets, a change poised to redefine the shopping experience. Following a successful trial in select locations, including Epsom and Tooting, the retailer is set to complete the rollout by year-end, aiming for enhanced operational efficiency and a significant reduction in its carbon footprint.
The introduction of tiny digital screens means Lidl customers will continue to find crucial product details like price, weight, and unit price at a glance. This strategic update is not just about going digital; it's about giving Lidl's team more time to engage with customers and ensure shelves are well-stocked, addressing a common shopper grievance.
While the shift has ignited a flurry of discussions on social media, with some praising the move for its potential to streamline shopping, others express concerns over the possibility of an impersonal, fully digital shopping environment. Despite the mixed feedback, Lidl emphasizes that this initiative is about enhancing customer service and environmental stewardship, projecting an annual saving of over 206 tonnes of carbon through reduced paper and packaging use.
Olivia Marshall at The Sun reported that the reactions among Lidl's clientele range from enthusiastic endorsements of the efficiency gains to apprehensions about the future role of staff in an increasingly digital retail landscape. Isaac Ekpenyong, Lidl's director of sales organisation, reassures that this evolution in Lidl's operation is designed to enrich the shopping journey, allowing staff to devote more time to activities that directly improve the customer experience.
Tom Church, Co-Founder of LatestDeals.co.uk, commented, "Lidl's move to electronic shelf labels is a fascinating development in retail, reflecting a broader trend towards digitalization. Shoppers might not know it but Aldi's price tags have been digital for years. While it's natural for there to be varied opinions on such changes, the focus on improving efficiency and sustainability is commendable. It'll be interesting to see how this impacts the shopping experience and if other retailers follow suit. For shoppers, the new digital era at Lidl offers a great opportunity to engage with the store in new ways, potentially unlocking new avenues for savings."
Do you need a smart phone to go shopping at Lidl now or will prices be on display for every item on sale? We don't all use the digital world.
This story could have been better written to explain the situation.
tmcelligott hey it'll be exactly the same in store. Price tags on every item. It's just that the price tags aren't made of paper any more. They're like little screens.
If you've shop at Aldi, you would have experienced it already - perhaps without realising! All Aldi's price tags are digital screens - they look like paper. It's very smart.
Easier for them as they have a more limited selection of lines so less digital displays needed. It's going to get annoying though when you are just picking up an item and the display suddenly shows a higher price. At least before you can argue at the till that the price is x amount on the shelf, now its going to be electronically updated you won't be able to do that.
They've been like that in other European stores for years. I just hope that they're bright enough and big enough for people to read . It's a struggle to get down to see the prices on lower shelves too if you've dodgy knees like mine!
I’ve been using the Lidl store on Thanet Road York since it opened 10 years ago and every week when I goto pay I end up being charged more than the price label said in store. I believe this overcharging has been going on in all Lidl stores for decades it’s just that customers can’t remember what they paid or don’t even ask for a paper receipt. I know it sounds **** but I take a picture of the price label when I go round the shop then I check my receipt then cross check it with my pictures then if it’s wrong I get my money back. I’ve worked out I’ve had over £100 back over 10 years. Money better in my pocket than Lidl’s pocket. I shop at other stores and generally I pay the price advertised on the price label. Maybe Lidl wants to go with digital price labels so they can change the price at a press of a button so they will be able to automatically change the price when ever they want. If I've spotted the price wrong in store they can change it digitally. What gets me is the red reduced price labels which are still at full price when I goto pay. Maybe going digital they can hide all the issues with over charging!
JB007 At my local Lidl loads of the products don't have prices on the shelves anyway, and the ones that do aren't always up-to-date, as you said earlier. Same as our Aldi. Perhaps this WILL give more accuracy, but I doubt very much that it will give "Lidl's team more time to engage with customers"!
Oh, and like you I take a photo of price labels too when I know the checkout will get it wrong! 
The digital pricing screen in that pic looks tiny, I haven't been to Aldi, are there's the same? What about reduced price items, that are usually on the same shelf as full price items? How will they show that price?