TEXT: Maiju Junko PHOTOS: Anthony Ubaud
Electronic shelf labels update product and price information to the store shelfs in a blink of an eye. You can say goodbye to the paper slips changed manually, save time and free up staff for other tasks.
Every store manager dreads an incorrect price tag on the shelf. In fact, stores are increasingly moving towards using electronic shelf labels. This means the cash register always records the same price the customer saw at the product location. As a result, there are no incorrect prices at the checkouts and customers remain satisfied.
Store Manager Tero Huhtala implemented the change in his 3,000-square-metre food empire. The partner of the successful renovation was Brand ID Fenix Sign Oy, a shelf management specialist.
“Shelf space management is becoming more and more important for retailers. Electronic shelf labels are taking over the industry, and we have developed workable fastening solutions. We supply label holders and fasteners and take care of the installation. The electronic shelf labelling is as suitable for food stores as it is for pharmacies,” says Elina Kortelainen, Sales Director of Brand ID Fenix Sign.
PRICE DISPLAY PRODUCTS FOR EVERY NEED
Brand ID Fenix Sign has been a partner of Citymarket Ruoholahti in Helsinki for decades. The store manager is satisfied with the latest renewal. The new system is clean, neat, looks good and does not take too much space.
“One day, a customer asked me when we are switching to electronic price tags. I introduced them to the new technology and told them we had been using the ESL for many months already,” Tero says.
Of course, the stores still need traditional price displays.
“In some departments, neat, A4-sized plastic pockets or traditional price posters swinging at the end of sturdy brackets work best. The most important thing is to find a solution that meets the wishes of the store management. To this end, we carry out continuous product development,” Elina adds.
THE RENEWAL PROCEEDED ON TIME AS AGREED
The store switched to electronic shelf labels last year.
“Decades of good experience in the partner’s professional project management ensured that I felt comfortable to schedule the reform just before Christmas, our busiest season. The work progressed department by department, and the staff also received effective initial training,” Tero says.
The task was completed as agreed in a couple of weeks.
It is important that the partner knows the needs of the environment, retail sector and especially my train of thought. I can trust that my wishes are heard and don’t have to start over in every project,” Tero continues.
The slogan of Citymarket Ruoholahti is You and good food. One of its big target groups is home cooks and culinary enthusiasts who are enthusiastic about cooking trends. They also know to make their wishes known, which is welcomed in the store.
“Product branding is even more prominent, and we want to serve by ordering new products and building interesting departments. The first thing, however, is that quality, service, clear compartmentalisation, and our opening hours are in line with consumer expectations. When these things are in order, we can boldly invest in experiences and trends,” Tero reminds.
In the shop of the future, the customer can feel like they are in a local speciality store, in a department store in Barcelona or a cheese boutique in France. New electronic systems and large screens are being harnessed to increase comfort and information.
SHELF SPACE MANAGEMENT PROFESSIONAL
The store has such a huge number of shelf metres, so it is best to have the products in neat, straight lines. In a small village shop, it is still possible to clean up the shelves manually, but in large stores technology is needed.
“Shelf dividers and shelf pusher systems make the task easier. They ensure that the products remain in straight lines and that there are no empty shelves. Brand ID Fenix Sign’s selections have many good product options,” Elina says.
She believes Shop-in-Shop solutions increase in popularity.
“They differ from the store’s own look with their marketing materials and furniture solutions. We deliver eye-catching departments as desired, on a turnkey basis.
DID YOU KNOW? The fastening rail required for the electronic shelf labels was installed in the Citymarket for a total of eight kilometres.
Especially on busy days with many price changes, speed is crucial. According to Store Manager Tero Huhtala (left), the omission of the paper price tags shifts the focus to tasks that make more sense for the customer and the store. Jani Huusela of Fenix Sign listens closely to the Store Manager.
The electronic shelf labels are real-time and include, for example, product location. The system speeds up collection and simplifies inventory.
WHAT IS ESL?
- Electronic shelf labelling
- makes it easy to change prices and make an inventory
- ensures that the shelf price matches the cash register price
- is real-time
- includes product location
- improves work efficiency
BRAND ID FENIX SIGN TAKES CARE OF EVERYTHING!
- price display fastenings
- retail space branding
- large-format prints
- neon signs
- floor graphics
- product security solutions and security products
- Shop-in-Shop solutions