German hypermarket chain Kaufland Group has announced it will be rolling out electronic shelf labels across its store estate.

The retailer, which has 650+ stores and is part the Schwartz Gruppe which also includes value grocery chain Lidl, has teamed up with UK-based tech company, Displaydata, for the supply of ESLs to its German sites.

It comes as the ESL market is estimated to grow from $186.5 million in 2014 to $399.6 million by 2020, at a CAGR of 14.1% between 2015 and 2020.

According to market research firm Marketsandmarkets, the ESL sector is driven by the growing demand for real-time product positioning and stringent government mandates on accurate label pricing, mostly in the North American and European regions.

The report says that full-graphic labels, which are e-paper-based electronic labels that support graphics and include new communication technologies such as near-field communication, are expected be the dominant player in the ESL market during the forecast period.

US grocery chain, Whole Foods, has recently opened a new chain of stores called 365 by Whole Foods Market, and ESLs feature in these shops as part of a range of technological installations aimed at appealing to a younger shopper demographic.

The first 365 by Whole Foods Market opened in Silver Lakes, US

Using Scandinavian tech firm Pricer's ESL, the supermarket can change prices quicker than before, as well as deploying staff to undertae other roles. Additional in-store tech at the 365 shops includes a mobile app used for staff communication, and a tie-up with Instacart means shoppers can receive rapid delivery when ordering on the Whole Foods website.

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