Dutch supermarket chain Plus is implementing new electronic shelf labels (ESL) across its 265 stores.

Plans include the installation of new ESLs in 100 stores during 2026 and in 165 stores during 2027.

The upgrade will involve a transition from three-colour labels to four-colour labels with more eye-catching graphics, with the move aiming to engage shoppers and improve shelf communication.

The retailer has signed a SEK 140 million (£11.2 million) agreement with Pricer, the Swedish provider of digitalisation solutions, for the rollout.

As part of the move, Plus will repurchase three million used labels as it seeks to reinforce its commitment to circularity and sustainable business practices.

The two companies have been collaborating since 2020.

In recent years, the retail chain has equipped 440 stores with a cloud-based retail operations platform and ESL to boost efficiency of various internal processes, including supporting the preparation of online orders in-store, as well as optimising inventory and stock management processes.

The move comes as retailers across Europe are increasingly adopting ESL technology across their stores.

Earlier this month, Waitrose announced plans to deploy ESL across all of its stores, completing the rollout in 2026.

The move aims to reduce the time the supermarket’s employees spend on manually updating tickets, instead spending more time with customers.

Last month, Currys completed the rollout of ESL across all 295 stores in the UK and Ireland. Its new ESL synchronise automatically with central systems to ensure online and instore prices match.

The digital displays can show product specifications, promotions and QR codes for easy access to more details. Currys said the move ensures price consistency across its stores, eliminating discrepancies between paper labels and online listings.

In November, Norwegian grocery wholesaling group NorgesGruppen also said it integrated ESL at its shops as it looks to boost in-store digital operations and the customer service experience.

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