Neto Baltic has implemented electronic shelf labels (ESL) in Telia stores, introducing Solum ESLs in more than 40 retail locations across Lithuania. The deployment ensures that customers are consistently presented with accurate pricing and the latest promotional offers in-store.
With the switch to electronic shelf labels, pricing across all locations is centrally managed and updated in real time. Any changes made within the central platform – whether a product price adjustment or a promotional offer – are instantly reflected in every Telia store nationwide. This centralized approach significantly reduces the risk of human error associated with manual price updates, while also supporting seamless alignment between online and in-store pricing. As a result, Telia is better positioned to strengthen its omnichannel retail strategy and respond more dynamically to market opportunities with faster promotion rollouts.
“Electronic shelf labels represent another important milestone in our digital transformation journey,” said Lina Buivydienė, Head of Private Customer Services at Telia. “They enable us to manage promotions more efficiently, improve operational performance, and reduce paper usage in line with our sustainability objectives. With more than 300 different devices available in our stores, maintaining accurate pricing has historically been both time-intensive and prone to human error. By centralizing price management, we ensure that customers see consistent, accurate, and up-to-date information across all locations—allowing our teams to focus on delivering a smooth and attentive customer experience.”
Unlike traditional ESL implementations in supermarkets, the Telia retail environment required a highly customized approach. Price labels needed to be adapted to various product categories and display formats, including walls, showcases, and tables. To meet these requirements, Neto Baltic developed bespoke mounting solutions using 3D printing technology, ensuring that labels are positioned at optimal eye level and remain easily readable for customers.
Additional complexity arose from the need to accommodate diverse pricing models commonly used in the telecommunications sector. The Solum platform addresses this by supporting multiple pricing scenarios for a single product—such as upfront purchase, contract-based pricing, installment plans, or bundled offers with promotional gifts—without requiring separate label templates. Instead, the system dynamically generates the appropriate display format based on the inputted pricing data.
“This capability is particularly valuable for telecommunications providers and specialized retailers, where pricing structures tend to be more complex,” added Rokas Budvilaitis, CEO of Neto Baltic.
