Electronic price signage to convert visitors into 'buyers' at eventyrsport

ADVENTURE SPORTS: FROM VISITORS TO 'BUYING CUSTOMERS'

December 15, 2018

Electronic price signage to convert visitors into ‘buyers’ at eventyrsport

The time previously spent changing prices and labeling clothes and shoes will now be used by the staff at the adventure and sports chain Eventyrsport for customer care and advice. The early goal is to convert 1.5 visiting customers into ‘buying customers’, i.e. a customer who makes an actual purchase, per day in each of the chain’s 11 stores across the country. This conversion will offset the investment in electronic price signage. In the long run, the investment is expected to yield an even better result on the bottom line.

At the celebration of Eventyrsport’s move to new premises on Algade in Roskilde on March 22, the store opened with a brand new look. All shelves and clothes hangers had electronic price tags installed. Clear pricing and stylish design were clearly appreciated by customers and staff alike.

– We are a retail chain where quality and customer care are our top priority, which is why we have also chosen to invest in electronic shelf labels. When our assortment is of high quality and the brands we sell are priced above average, our customers expect the same level of expert advice. The electronic shelf labeling frees up the time needed to give customers the advice they expect. We expect to see the positive impact of the investment on the bottom line within a relatively short time,” says Chain Manager Gert Farup Lindquist.

Eventyrsport has so far installed electronic shelf labels in the store in Roskilde and in a brand new store that will open in Vejle shortly. Approximately 1,000 electronic shelf labels have been installed in the store in Roskilde.

TIME-CONSUMING MARKUP

The chain has calculated how much time is actually spent on manual price changes and it is significant. In each store, approximately two hours are spent every day on price changes and labeling of clothing and other items. This calculation, along with other obvious benefits, has helped motivate management to invest in electronic price labeling. The staff are very happy to get rid of the task of labeling clothes, shoes and other products. According to Gert Farup Lindquist, the task of labeling and price changes has never been anyone’s favorite. The fact that the staff’s primary task in the future will be customer service has been received very positively by the chain’s employees.

"We are a retail chain where quality and customer care are our top priority, which is why we have also chosen to invest in electronic shelf labels"

Gert Farup Lindquist, Chain Manager at Eventyrsport

ELIMINATE SIGNAGE FOREST

Besides the fact that the staff will be able to concentrate solely on the customers, Gert is also very excited that the ‘forest of signs’ will no longer take up space in the stores.

– What we can’t measure directly is the changed appearance of the store, but I’m pretty sure it has an impact on our many quality-conscious customers. In the past, when we had several campaigns running at the same time, it could look like a forest of signs. The many signs in the stores could sometimes interfere with the messages we wanted to send. The electronic price tags come in several sizes and can be attached in different ways, so we achieve the same visibility when promoting our campaigns,” says Chain Manager Gert Farup Lindquist.

ADVENTURE SPORTS IS A FRONTRUNNER

Previously, only supermarkets were aware of price management through electronic shelf labels, but this has changed over the past year.

– Today, there are several retail areas that demand electronic shelf labels, such as DIY stores, pharmacies, gas stations and electronics stores in Denmark and abroad. In the Danish market, Eventyrsport is clearly the frontrunner in their market, says Kim Holst Hansen, who is a consultant for Delfi Technologies, a provider of electronic shelf labeling, and Eventyrsports’ contact.

ABOUT ADVENTURE SPORTS

Adventure sports is passionate about providing great experiences and today offers a wide range of strong brands in outdoor clothing and equipment. The chain has 13 stores across the country and also operates a webshop that has been named Denmark’s best e-shop (May 2021).