of time that our colleagues in stores spend changing fiddly labels, which could be better spent serving
customers,” he said.
The other benefit: more confidence that the
price on the shelf edge is correct. “When we are
changing 10 million labels, mistakes happen.
With electronic labels, pricing information can be
controlled from a central system and prices are
changed instantly. That means that the price on
the shelf will always be the same as the price at the
register,” said McNamara.
In January, Londis Etwall (one of two convenience
stores owned by award-winning U. K. retailer, Dee
Sendani) introduced Pricer ESLs. Like Tesco la-
bels, the technology is similar to e-readers and
is designed to enhance the customer experience
and facilitate dynamic merchandising possibili-
ties. “Imagine having the ability to instantly raise
all of your prices between the hours of 10 pm and 5
am; I can now do this to increase my profits on key
products that people buy during these hours, such
as alcohol and tobacco,” reported Sedani. “Out-
side of these hours I can run timed promotions on
products to increase sales, by cross-selling and up-
selling key lines, which increase my profits.”
Pricer’s ESLs claim to offer leading-edge reso-
lution for both text and graphic rendering, along
with a wide viewing angle and low reflection in all
Nisa Local is also deploying Pricer’s ESLs
to maintain its competitiveness. “A significant
amount of U.K. customers make unplanned in-
store purchases,” said Rav Garcha, owner of Nisa
Local’s 2,200 square-foot Shrewsbury store.
“Commonly, their decisions are based on price, so
the most important thing for stores is to ensure
that pricing is easy to see and compelling, encour-
aging repeat purchase and customer retention.”
ESL technology facilitates this dynamically, allow-
ing time-of-day promotions at Garcha’s store. It also
facilitates added-value point-of-purchase informa-
tion, such as cost per unit, recipe ideas, QR codes as
well as suggestions for accompanying products, such
as wine to complement a meal choice.
With electronic labels, prices are
changed instantly, which means
the price on the shelf will always
match the price at the register.“
— Mike McNamara, Tesco CIO
TESCO LAUNCHES PRODUCT
Tesco launched an app to provide staff with
up-to-date information on product availability, so
they don’t have to go to the storeroom for more
products. It is designed for use on Tesco’s own
tablet, the hudl, but is also available for other
tablets and smartphones.
Easy access like this means staff don’t leave
customers waiting on the floor while they check if
the product is in stock. It also provides the exact
location of all products inside the store, so staff
can help customers find what they need faster.
The app also provides prompts on promotions and
offers that might interest customers.