Tamro Baltics, one of the leading pharmacy operators in the Baltic region, is investing more than €2 million in the modernization of its BENU pharmacy network through the implementation of electronic shelf labels (ESLs). As part of the initiative, the company plans to replace traditional paper price tags with digital labels across 120 BENU pharmacies by 2029.
The investment forms part of Tamro Baltics’ broader commitment to advancing operational efficiency and enhancing the customer experience. By automating in-store pricing processes, the initiative will reduce manual workload for pharmacy teams, enabling pharmacists to devote more time to what matters most – providing professional advice and personalized care to customers.
Over the next three years, more than 400,000 Solum ESLs will be installed across the BENU pharmacy chain. The rollout will begin this year with 30 pharmacies transitioning to ESL technology across the three Baltic countries. Additional locations are scheduled for modernization for the upcoming 2 years by enrolling 120 pharmacies in total.
“This is a long-term strategic initiative aimed at improving the experience for both our customers and our employees,” said Krister Tamm, Tamro Baltics Managing Director. “Pharmacists are highly trained professionals whose expertise is best utilized in advising and supporting customers. By reducing the manual workload associated with price maintenance, we enable our teams to dedicate more time to what matters most—delivering high-quality customer care to our valuable clients.”
The solution will comprise four different electronic shelf label formats supplied by Solum, one of the world’s leading providers of electronic shelf labeling technology. Originally established as part of Samsung more than 45 years ago, Solum has since developed into a global retail technology specialist, with expertise spanning e-paper displays, wireless communication and Internet of Things (IoT) solutions. The company holds numerous patents across these fields and manufactures more than 150 million ESL units annually.
Solum’s ESL technology combines high-resolution e-ink displays with rapid content updates and battery life of up to 10 years. Designed to closely replicate the appearance of traditional paper labels, the displays provide clear, highly legible pricing information while enabling retailers to manage price updates digitally and efficiently.
The project is being implemented in partnership with Neto Baltic, Solum’s official partner in the Baltic region.
“We are proud to support BENU’s long-term vision for enhancing the customer experience,” said Rokas Budvilaitis, CEO of Neto Baltic. “Our deep expertise in ESL deployment has enabled us to move swiftly from concept to implementation in the first pharmacies. With an established presence across Lithuania, Latvia, and Estonia, we are well positioned to ensure seamless execution of this project across the region.”
