Italian Hypermarket Chain to Deploy Advanced ESL

Il Gigante, a food retail chain operating 43 hypermarkets throughout Italy, plans to install electronic shelf labels (ESL) to speed up price change execution and reduce operational costs.

The retailer is using the Pricer ESL system, which is being installed by reseller Nicolis Project. The first five Il Gigante hypermarkets will be equipped with the Pricer ESL system before June 2010, with a rollout to the remainder of the chain expected to be completed by the end of 2011.

The rollout decision follows a successful pilot installation in Milan in October 2009. “ESL will build price reactivity to increase customer satisfaction and support and improve operations,” said Stefano Nicolis, CEO of Verona, Italy-based Nicolis Project.

According to Sweden-based Pricer, the ability to monitor the system from a central location was a key factor in the retailer’s decision to install the technology. Pricer’s two-way system allows central IT and store managers to monitor and support store employees, and limit shrinkage.

Il Gigante’s IT department will implement a full stock support function displayed at the shelf edge by Pricer’s segment-based Continuum ESL, which offers multiple-page listings to store and display all of the product information on the ESL. This enables store managers to determine item turnover and inventory from the shelf, bringing these decisions out into the retail selling space, instead of a back room.

Pricer’s segment-based ESL range also provides automated display price scenarios (ADS), which include display animations and transitions such as bundle packs, loyalty card prices and promotional sequence messaging, providing more flexibility to product promotion.

Pricer provides electronic display and ESL platform, solutions, as well as services for intelligently communicating, managing and optimizing price and product information on the retail floor.
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