Countdown Papatoetoe has become the 100th Woolworths supermarket to adopt electronic shelf labels – as the company phases out paper price tags and reduces pricing errors.

The move brings the number of electronic shelf labels in operation across Countdown/Woolworths stores to 1.2 million.

The supermarket chain is set to convert another 33 of its stores to electronic shelf labelling by June.

“We’re privileged to serve over 3 million customers every week, and we need to make sure the tickets they see on the shelf are accurate and reflect the price they will be charged at checkout,” said Jason Stockill, director of stores at Woolworths New Zealand.

“Whether it’s a paper ticket getting knocked out of place or a missed ticket changeover, we know errors are occurring and that’s unacceptable to us, which is why we’re investing in electronic shelf labels and committing to getting it right.”

Woolworths is also urging its customers to report shelf pricing mistakes. Customers are entitled to a full refund and can take the product for free in case they are charged a price higher than what is shown on the ticket.