Midstream SUPERSPAR is using Pricer electronic shelf labels (ESL) for synchronised pricing between shelves and tills, rock-steady merchandising control, and rapid, automated price updates.
The store regularly receives 2 000 price updates, under the old paper label system some merchandisers would move competitor prices, and there were inconsistencies between shelf and till prices.
“My customers are price sensitive,” says Gerhard Coetzer, who owns Midstream SUPERSPAR. “They really appreciate the new labels because the price they see at the shelf is always the price they are charged at the tills.”
Midstream SUPERSPAR has around 14 000 labels. Pricer can update 90 000 prices per hour and only two managers have tools to move the new ESLs so Coetzer is confident they are correctly positioned on his shelves.
Pricer tracks additional inventory and product information so it allows store managers to intelligently manage all aspects of promotional pricing and shelf layout. It also enables them to reinforce promotional merchandising strategies by using digital price displays as a communications tool to maximise sales.
“We are still exploiting the full potential of the system,” he says, “and we expect to see some more benefits from the stock management features.” The system displays useful sales information next to products on shelves such as price, product information, and inventory levels, alleviating the need to check brochures, storerooms or inventory lists.
Pricer ESLs can check stock on hand, shelf and storeroom inventory, end of shelf life, and help store employees quickly identify where stock belong on shelves so they can replenish stocks and keep sales going.
“Pricer is central to store automation,” says Hendrik Bredenkamp, MD of XON Retail, exclusive African distributor of Pricer. “It’s flexible and accurate to give stores like Midstream SUPERSPAR a competitive edge, maximise margins, and get consumer trust.”
Pricer offers two different styles of labels: segment and graphic. Both ranges have standard electronic labels for the shelf-edge as well as specific labels designed for freezers, peg hooks and large signs. All labels work together on the same system, allowing stores to mix and match according to their needs.