Dixons trialling electronic shelf labels

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Dixons Retail Plc are currently working with the Herbert Group for a trial of new generation Pricer SmartTAG Electronic Shelf Labels (ESLs) at their store in Aylesbury.

Using technology similar to e-readers, ESLs dynamically display price and product information at the point of purchase. ESL technology enables store owners to make automatic pricing and timed promotional updates as and when required at any time. Among some of the many advantages, ESLs cut the cost of printing labels and offer savings in staff time when distributing and applying updated labels, not to mention increasing customer basket size thanks to the promotional capabilities that are offered. ESLs also provide meaningful business metrics and facilitate efficient re-stocking, whilst enhancing multi-channel strategy.

The trial is taking place across 10 categories at the Dixons 2,100sqm Currys & PC World store in Aylesbury, with the project being managed by the Herbert Group, who are a leading productivity solutions provider to retailers, and the UK partner for Pricer. The Pricer labels that have been deployed comprise of the new family of High Definition Pricer SmartTAGs (SmartTAG HD), which offer fine resolution for text and graphics rendering, along with 170 degree wide viewing angle, and industry leading low reflection in all lighting conditions. Utilising enhanced diffuse infrared technology for wireless label updates, Pricer SmartTAG technology is fast to update information and does not suffer from interference from in-store radio frequency, which is particularly important in a mixed electrical product store environment.

Raj Sangha, Business development Manager at Herbert, commented “Until now, in-store merchandising has been limited in its responsiveness to changes in the market place and consumer dynamics, and is generally reactive rather than adaptive. An ESL solution, such as the Pricer SmartTAGs that we installed for Dixons Retail, provides the ability to implement an adaptive and engaging merchandising strategy, adding real value to bricks and mortar stores. ”

The switch to ESLs is said to be part of Dixons on-going commitment to invest in the latest innovative retail productivity solutions, so as to enhance multi-channel strategy and customer engagement.

Simon Swanborough, Project Manager at Dixons Retail, commented: “We’re excited to be trialling ESLs in our Aylesbury store. We hope this new generation of shelf edge labels will drive even greater customer confidence in our pricing, as well as provide further information at the point of purchase to help customers make informed choices. As the new technology is used more widely, we hope to see customers interacting with these through their smartphones and QR codes, or by using social media to ‘like’ particular products.The technology provided through Herbert gives us the chance to look at how ESLs can work across the store for both customers and colleagues, and we look forward to hearing what our customers think.”

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