ZBD’s electronic shelf labels for SuperBest stores in Denmark
Dagrofa, Denmark’s third largest grocery retailer, has selected ZBD’s epaper solution for its SuperBest store located at Østerfælled Torv in Copenhagen.
The project has been undertaken by ZBD’s Danish partner, Delfi Technologies A/S, and Delfi’s strategic partner, IT Gruppen A/S, which handles the supply, installation and support of Breece System, Delfi’s software system.
Dagrofa, an umbrella organisation with several hundred stores, 50 of which are owned by Dagrofa directly, has implemented 10,000 epop 50 (electronic point of purchase) displays, ZBD’s smallest electronic shelf label, in addition to several hundred epop 300s, its mid-sized display. The store had previously been using paper labels to display product and pricing information but the high volume of weekly promotions had made paper labels impractical and too labour-intensive to maintain. The amount of time spent printing paper labels and fixing them in store had become unmanageable, leading them to research alternative shelf labelling options.
The project came about following dialogue with IT Gruppen and Delfi Technologies A/S with a subsidiary of Dagrofa, the Danish wholesaler SuperGros. Benn Jochumsen, IT project manager, SuperGros, said, “We had previously looked at segment displays, but we felt that it was the right time for us to look at next generation electronic shelf labelling, especially as the solution had become more cost-effective. The ZBD solution doesn’t require lots of IT infrastructure or a lot of cabling around our stores, and Delfi’s Breece system is a simple and easy piece of software that connects our product management system with the electronic shelf edge labels.”
Benn Jochumsen continues "Now that we have implemented ZBD’s labelling solution, our store staff no longer need to waste time updating paper labels manually when product prices change, or when we launch promotions. Staff now have more time to devote to sales and customer care, which has reduced the amount of time customers spend at the checkout, and ultimately helps to improve overall store performance. The solution eliminates pricing errors, and because we now have 100% accuracy between the shelf edge and the tills, our customers have confidence that prices on shelves are always correct. In addition, because the labels are fully graphical, we can now display text, logos and scannable barcodes.”
Commenting on the project, David Rogers, Sales & Marketing Director, ZBD said “What makes our solution stand out from others is the fact that it can be implemented quickly and easily, without interrupting store operations, which is always a huge benefit for retailers. The refurbished store looks fantastic and we hope that the success will lead to further projects with the Dagrofa group.”
The pilot store, located in Copenhagen, has been recently refurbished and reopened in October 2010. The installation is part of an agreement that will see Dagrofa evaluate ZBD’s solution in two stores, with further installations within other stores.
