JOHANNES FOG
Electronic shelf labels – when effort pays off
In winter 2018, Johannes Fog Trælast & Byggecenter in Farum will be ready with electronic price signage. This is a natural development in connection with increasing the quality of the overall customer experience while strengthening Johannes Fog’s brand and position in the market now and in the future.
Johannes Fog is constantly looking for ways to improve the customer experience and one of the initiatives they have chosen to execute is electronic shelf labeling.
– We know that we are high on the quality scale for timber and DIY stores and therefore our customers have a natural expectation of us. When we choose to invest in electronic shelf labels, it’s because it will fulfill several purposes. It will give us a much better price management, a stylish look in the store and, not least, it will free up more time for customers for our dedicated staff, says Jimmy Thesbo, business manager of Johannes Fog lumber and construction center in Farum.
PRICE MANAGEMENT IS CRUCIAL TO THE CUSTOMER EXPERIENCE
Like many other retail stores, Johannes Fog has to change a number of prices on selected products every day. This means printing out new price labels to replace the old ones around the store. Jimmy Thesbo thinks that the permanent staff are pretty good at getting this task done, but when it’s holiday time, for example,
tasks change hands – and this can mean that price management sometimes slips. According to Jimmy Thesbo, it can ruin an otherwise great customer experience if the price in the store doesn’t match the customer’s receipt. Whether it’s professionals or ‘DIY’ amateurs, customers are very price-conscious, which reinforces the choice of electronic shelf labels, where the opportunity for price management is much greater.
– In collaboration with Delfi Technologies, our supplier of electronic shelf labeling, we will become even sharper in our pricing. The solution gives us much greater flexibility without the need for additional resources. We can change the price of certain items in seconds if necessary. We also get the opportunity to make even more of our special offers and upselling opportunities such as ‘multiple items for one price’, as it only takes a few seconds on the computer,” says Jimmy, who like the rest of the staff is looking forward to integrating the electronic shelf labeling.
"In collaboration with Delfi Technologies, our supplier of electronic shelf labeling, we will become even more sharp in our pricing."
PILOT PROJECT TO PAVE THE WAY
Johannes Fog in Farum is one of the smaller timber and construction centers, out of the 10 that are spread across North Zealand, with a single detour in Vordingborg. It is a very well-functioning and well-run timber and construction center, and it is very well designed. These were also some of the reasons why Farum was chosen as the starting point for the upcoming pilot project with electronic shelf labeling. There is no doubt that Johannes Fog in Farum will be busy, with only a few weeks to integrate electronic shelf labels, but Jimmy has taken this into account.
– I requested assistance from my colleagues in the other Johannes Fog timber and construction centers to help us integrate the electronic price signage. It was certainly not difficult to get the necessary assistance. Very quickly I had a whole team checking in in Farum in a short time and helping with the integration. They find the project exciting and of course they are also interested in gaining some experience as they will most likely go through the same process at some point. My own staff are also looking forward to it, I’m sure.
MORE TIME WITH CUSTOMERS
In addition to much greater flexibility and price control, the solution also saves valuable time. The time staff spent printing price labels and replacing them with old price labels in the store can now be spent with customers.
– The staff will have more time for what they are good at and what is actually their main task, namely customer service. This is definitely a big plus for the solution and something that the staff are very much looking forward to,” says Jimmy Thesbo.
This is because there’s a big workload just around the corner, Jimmy says expectantly.
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