Unexpected Scot in the bagging area

Lidl is on a nationwide hunt for someone to become the voice of its new self-checkouts in Scotland.

The retailer is investing almost £3m to install the technology in all Scottish stores by November this year, with millions more set to be installed in England and Wales by the end of 2026.

It’s prioritised Scotland after a YouGov survey revealed that 81% of Scots preferred a choice between staffed and self checkouts, with 74% opting for self-checkouts for speed and convenience.

“We’re committed to continually enhancing the customer experience throughout our stores and are constantly looking for ways to make the shopping experience even better,” explained Jassine Ouali, Chief Customer Officer, Lidl GB.

“With around two-thirds of our customers choosing self-checkouts where already available, this investment further reinforces the steps we’re taking to respond to demand from our customers. But this isn’t about replacing one experience with another – it’s about offering greater flexibility and choice. By expanding self-service alongside ongoing improvements to our staffed tills, we’re ensuring customers can shop in the way that suits them best.”

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As a result, it’s now on the hunt for a Scottish voice to become the official sound of the Lidl Scottish self-checkouts.

It’s inviting potential checkout voices to submit recordings of themselves reciting familiar phrases from the bagging area.

From this week, Lidl’s Audition Booth will hit the road, popping up at stores in Glasgow, Edinburgh, Dundee, Aberdeen and Inverness. Shoppers will be invited to step inside, grab the mic and ‘give it laldy’ for a chance to bag the title of Lidl’s unexpected Scottish voice in the bagging area.

“Our search for ‘the voice of Lidl’s self-checkouts’ in Scotland is a fun way to celebrate the roll out. As the Regional Director for Scotland, I am proud that a member of our Lidl community in Scotland will become the voice of our check-outs and add a Scottish charm to our customers’ daily shops,” added Marco Ivone, Regional Director for Scotland at Lidl GB.