Flexible pricing at Conrad Electronic

CONRAD ELECTRONIC

December 9, 2019

Flexible pricing at Conrad Electronic

As one of the leading European distributors of electronics and technology, it is important for Conrad Electronic to display the right price at the right time. The chain has therefore implemented Delfi Technologies’ automated solution with high-speed electronic shelf labels (ESL) to ensure price accuracy.

The wrong price can be an expensive pleasure. In an omni-channel world, it’s crucial for German electronics retailer Conrad Electronic to know that prices are correct across the entire business. To be able to adjust prices easily across channels, Conrad has implemented Breece System, a cloud-based ESL solution from Delfi Technologies, in their new B2B store in Hürth.

With the Breece System, and the fast ESL solution, Conrad can take the physical store into the digital world with the ability to manage prices with great agility and update product information throughout the store – in just seconds.

This allows Conrad to create a seamless customer experience across different channels with the ability to synchronize products and prices with their online store.

PLUG & PLAY SOLUTION – EASY TO INSTALL

With a cloud-based platform, the Breece ESL solution is easily and quickly installed. After a few steps, the store is ready with a digital solution to manage daily pricing and product information.

All the store needs to do is connect a wireless antenna(Dynamic Communicator) that handles the 2-way communication between Conrad’s POS system and the electronic shelf labels. Prices are then updated digitally and automatically – directly from the POS system. All manual work with price changes is therefore eliminated.

The Conrad store can use a mobile device when linking new products to new displays or deleting products from the system. This can be done directly at the shelf with an easy-to-use app(Breece Mobile Assist). The mobile app allows staff to manage the solution directly at the shelf instead of from a PC in the backroom.

– All the work of attaching and detaching products can be controlled at the shelf during opening hours. Products can be added and disconnected in a matter of seconds. This makes it very easy and flexible to work with products and swap locations where a new price tag needs to be added to the system, explains Sebastian Meier.

"The fast Breece Cloud solution and electronic shelf labels from Delfi Technologies allow us to improve pricing and provide better productivity in the store."

Sebastian Meier, Head of Retail Organization at Conrad Electronic Stores GmbH & Co. KG

EASIER ADMINISTRATION COMPARED TO OTHER ESL SOLUTIONS

Throughout the Conrad store in Hürth, 11,200 displays are installed, covering the wide range of electronics products. The simple infrastructure allows for an easy installation process and daily use of the solution.

Conrad also has experience with other ESL systems. But according to Sebastian Meier, there is a big advantage in using the Breece Cloud ESL cloud solution compared to other providers:

– Compared to other ESL solutions on the market, we experience a much more flexible and user-oriented platform with Delfi Technologies’ Breece Cloud solution. One of the biggest arguments for choosing Delfi Technologies is the stability of the entire Cloud solution, the flexibility and the easy handling of displays in the store, says Sebastian Meier.

MANY BENEFITS OF ELECTRONIC SHELF LABELS

According to Conrad, the ability to change prices and promotions on any shelf, anywhere, in a matter of seconds is one of the biggest benefits of the ESL solution from Delfi Technologies. Sebastian Meier also mentions the following benefits:

Implement price changes faster
Ensure price accuracy
Save time and reduce costs
Better omni-channel experience

ABOUT CONRAD ELECTRONIC

Conrad was founded in 1923 and has been family-run for four generations. In 1946, the company moved its headquarters from Berlin to Hirschau, where they are still based today. The chain started as a small mail order business for electronic components. Today, Conrad is one of Europe’s leading omni-channel retailers of electronics and technology.