Electronic shelf labels give customers transparency and the right prices on the shelf

NICEHAIR.DK & NICEBEAUTY

April 15, 2017

Electronic shelf labels give customers transparency and the right prices on the shelf

Ensuring the same prices online and on the shelves in physical stores can be a big challenge when you have a differentiated product strategy and want to offer customers a consistent experience and service across all channels. These are just some of the areas of focus when it comes to omni-channel at NiceHair, Denmark’s largest online retailer of well-known and popular beauty products. In addition to an online store, NiceHair also has two physical stores with hair salons – NiceBeauty in Kolding and NiceBeauty in Esbjerg.

At NiceHair, omni-channel and transparency are high priorities. The ambition is clear; customers should have the same conditions – whether they shop online or in stores. With the goal of ensuring the same experience and price in all channels, NiceHair began researching the market for suppliers of electronic shelf labels when the company expanded into physical stores with hair salons two years ago. The choice fell on Delfi Technologies with the Breece System and electronic shelf labels, which today are installed at NiceBeauty in Kolding.

"We have an ambition to be transparent and offer customers the same prices and the same service in all our channels - and electronic shelf labels help us achieve this."

Tonny Nielsen Bruun, CEO at NiceHair

LINK BETWEEN ONLINE AND PHYSICAL STORES

NiceHair has a large selection of over 15,000 items in the online store. Here, prices and promotions are updated on a daily basis. Similarly, there must be a link to the shelves in the physical stores, where prices must match the same good prices online, even though NiceHair runs with a differentiated product range and a selection of approximately 2,000 items in their hair salons.

– Our ambition is to be transparent and offer customers the same prices and the same service in all our channels – and electronic shelf labels help us achieve this, says Tonny Nielsen Bruun, CEO of NiceHair.

SAME PRICE AND SAME SERVICE IN ALL CHANNELS

– When we have the opportunity to run a promotion for a 20% discount with a particular supplier, it must also be easy to adjust prices online and in store. We run a lot of promotions and therefore we have a real need to update prices regularly. At the same time, we need to be competitive on a large selection of our products, which also means many price changes. Electronic shelf labels give us a clear advantage here,” says Tonny enthusiastically.

In addition to offering the same price in the hair salon as in the online store, NiceHair also offers customers the service of being able to exchange or return items in the hair salons, even if they were purchased in the online store. It is also possible to order goods online at www.nicehair.dk and have the goods delivered for collection in one of the hair salons the next day.