Lidl decided that paper shelf labels, which had to be replaced manually, were outdated. The supermarket chain could save significant labor hours by switching to electronic shelf labels (ESLs). Smollan was hired to achieve this.

Lidl is a leading supermarket chain in the Netherlands and one of the top three players in the market. With over 12,000 stores worldwide, spread across 32 countries, and brand awareness of almost 100%, Lidl is an indispensable player in the supermarket landscape. The chain is known for offering high-quality daily groceries at the lowest prices.

Lidl decided to switch to electronic shelf labels, which enable dynamic price adjustments remotely and at any time. This allows Lidl to operate more efficiently and sustainably. With over 440 stores in the Netherlands, structured and well-thought-out project planning was essential for a smooth transition.

Lidl lacked the in-house capacity and expertise to carry out such a large project within the desired timeframe. The supermarket chain has been working with Hamilton Bright for some time now for shelf layouts and store support. Their positive experiences with these services led Lidl to engage us for this important project as well. A fantastic assignment in which the Merchandising department specializes. Together with a Lidl project coordinator, Smollan (formerly Hamilton Bright) managed the planning and implementation of the installation of the ESLs in 70 supermarkets in the Northern Netherlands.

For this project, Smollan assembled a specialized team of 8 to 10 people, responsible for both the preparation and in-store execution. Thanks to clear planning and rigorous project management, led by an experienced team captain, we were able to fully convert each store to the new ESL technology within two days.

The deployment of a team captain was essential. The team captain maintained oversight, ensured efficient working methods, served as a liaison between various parties and the team, maintained quality control, and ensured timely communication to ensure the project’s successful completion.

Thanks to the excellent collaboration between Lidl and Hamilton Bright Merchandising, 70 Lidl supermarkets were successfully transitioned to ESLs in 19 weeks. Thanks to efficient project management, clear coordination on the shop floor by the team captains, and regular consultation, this project was completed in a very short timeframe. A fantastic example of teamwork!