Lincolnshire Co-op is rolling out Electronic Shelf Edge Labels (ESELs) across its entire 100-strong food store estate as part of a £4m technology transformation designed to streamline operations, cut waste and enhance customer experience.
The move, delivered in partnership with ESL specialist Solum, will see the society transition from paper pricing labels to fully digital shelf-edge displays by the end of 2025. The digital labels, powered by Solum’s Newton Pro platform, will automate price and promotion updates in real time – replacing a manual process that currently requires colleagues to change around 550 labels a week, rising to 2,000 during a full promotion changeover.
Lincolnshire Co-op said the switch will save thousands of staff hours annually, enabling colleagues to spend more time assisting shoppers and improving service on the shop floor. The society also expects to save over £100,000 per year in paper, toner and printing costs, supporting its sustainability strategy and its long-term Purpose Beyond Profit 2030 plan.
Paul Fitzpatrick, IS Solution Delivery Manager at Lincolnshire Co-op, said the rollout marks a major step in creating a more efficient, modern store network.
“This is an exciting time for the business to bring a future-ready platform to our food stores, to help us drive operational excellence and build strength in the long term,” he said.
“We want to provide a foundation in which technology is the enabler to remove administrative tasks so time can be released for colleagues to focus on the customer. These Electronic Shelf Edge Labels will help us do that.”
Photo: Lincolnshire Co-op
The technology was first piloted in October at the society’s The Bridge Food Store in Newark, where colleagues have welcomed the change. Store manager Jane Wheeler said the digital labels had already transformed day-to-day operations.
“I can’t speak highly enough of the new electronic labels – they’re easy to use and incredibly reliable,” she said. “It’s a massive but positive change to how the team continues to deliver exceptional customer service and, when new promotions arrive, we’re confident our store will be ready to trade.”
Shoppers will also see clearer pricing, easier-to-read promotions and improved access to product information thanks to the dynamic digital displays.
The rollout is being delivered with Solum, which is providing equipment and installation support across the estate. The Newton Pro ESL system – already used in thousands of stores globally – offers long battery life, strong connectivity and rapid two-way communication with retailer pricing systems.
Mark Duckworth, Country Manager at Solum UK & Ireland, said the partnership demonstrates growing momentum behind digital transformation in UK grocery.
“Our partnership with Lincolnshire Co-op reflects a shared commitment to putting customers first and driving meaningful retail innovation,” he said.
“At Solum, we’re dedicated to delivering high-quality products and smart retail solutions that support our customers’ digital transformation and contribute to the ongoing advancement of the UK retail sector.”
Lincolnshire Co-op said all future food stores will open with digital labels installed as standard.