dmTECH GmbH has been actively piloting a new generation of Electronic Shelf Labels (ESL) as part of its wider drive to digitise in-store processes and improve both employee workflows and customer experience across dm stores.
Rather than treating ESL as a standalone technology, dmTECH is testing how digital shelf rails with centrally managed, real-time updates can integrate into its existing IT landscape. The pilot focuses on overcoming traditional ESL limitations, particularly battery lifespan, by using a shelf-rail format with larger batteries and Bluetooth Low Energy (BLE), making the system more scalable and easier to maintain. This also opens the door to connecting additional IoT devices such as temperature sensors or push buttons in the future.
In-store trials are currently underway in around 75 dm stores in Germany, using solutions from Vusion (formerly Vusion Group) and SoluM, making dm the second retailer globally to deploy this type of ESL system. The rollout is planned to reach 100 stores by February 2026, after which dmTECH will decide on broader deployment.
The project is designed to deliver tangible benefits. For store employees, ESL enables automated price updates and pick-to-light functionality, helping staff locate products more quickly when fulfilling express or online orders. For customers, the labels ensure prices and product information are always up to date, while freeing up staff time for personal service.
Crucially, dmTECH is already linking ESL to other digital initiatives. Data from Ubica’s shelf-scanning robots, which create a digital twin of stores overnight, could be used to highlight missing items or indicate when products will be restocked. In the future, stock information currently accessed via smartphones could be displayed directly on ESLs or via NFC, reducing friction for both employees and shoppers.
Looking ahead, dmTECH is also exploring AI-powered enhancements and location-based services to further improve interaction between customers, staff and the digital shelf, all whilst keeping the visual design of ESL displays simple and uncluttered, and supporting a more responsive, data-driven retail environment.
