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Dixons deploys electronic shelf labels

By Retail Technology | Friday November 15 2013

Electrical retailer tests the water with new shelf-edge technology to dynamically control pricing and product information for customers at the point of purchase

Dixons Retail has revealed it is currently working with the Herbert Group for a trial of new generation Pricer SmartTAG electronic shelf-edge labels (ESLs) at its Aylesbury store.

The multichannel specialist electrical retailer and owner of Currys and PC World, is running the trial across 10 categories in the 2,100-square-metre Currys & PC World store.

Specialist productivity systems provider Herbert Group is managing the trial using Pricer labels, comprising of the new family of high definition (HD) Pricer SmartTAGs, which offer fine resolution for text and graphics rendering, along with 170-degree wide viewing angle and low reflection in all lighting conditions. 

Diffuse infrared wireless updates

The provider added that the ESLs use enhanced diffuse infrared technology for wireless label updates, which are not susceptible to interference from instore radio frequency (RF) systems, which is particularly important in a mixed electrical product store environment.

Using e-ink technology similar to e-readers, ESLs dynamically display price and product information at the point of purchase. ESL technology enables storeowners to make automatic pricing and timed promotional updates as and when required at any time. 

Among some of their operational 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 their additional promotional capabilities. ESLs can also be used to provide meaningful business metrics and facilitate efficient re-stocking, while enhancing a retailer’s multichannel strategy.

Building up multichannel strategy

The switch to ESLs is part of Dixons ongoing commitment to investing in the latest innovative retail productivity solutions, while enhancing its multichannel strategy and levels of 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 [quick response] 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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