New concept has improved labeling in Netto stores

NET SALLING GROUP

April 14, 2021

New concept has improved labeling in Netto stores

Denmark’s largest grocery chain Netto has completed a major optimization project to improve in-store labeling. The goal is a clear improvement in customers’ ability to navigate the store and find the right products. At the same time, the new labeling concept has improved employee workflows.

We all know the feeling – it can be confusing to navigate the store shelves and find the right products or the offer you’re looking for. Netto wants to change that and has been working intensively on an optimization project with the launch of a new labeling concept.

The project consists of a collaboration with IT company Delfi Technologies, which has helped and advised Netto throughout the process of improving in-store labeling. This has been done through the implementation of new signage to help and inspire customers.

– Our ambition from the start has been to launch a new concept that first and foremost makes it easier for our customers to read and decode the signage so they can find exactly what they are looking for. At the same time, we have looked at how we can optimize the employees’ workflows in connection with newspaper changes, which always entail a number of updates in the stores,” says Michael Tilsted, Senior Director – Head of Sales Operations at Netto.

"We have a unique opportunity to think outside the box in terms of how we want to communicate with our customers. Therefore, we will be launching several new initiatives in the stores."

Michael Tilsted, Senior Director - Head of Sales Operations, Netto

A MUCH BETTER EXPERIENCE

The new concept in Netto stores includes shelf labels and A4 signs. The improved labeling includes clearer writing, greater focus on special offers through the use of yellow signs so customers can quickly find the week’s offers. In addition, Netto SPOT has also been given a special marking on all shelf labels for spot products.

Special product logos should also help guide customers. These include logos such as organic, keyhole, whole grain, allergy and Nordic Swan Ecolabel, as well as flags indicating the country of origin, so you can quickly find Danish-produced goods or a special Italian wine, for example.

A4 signs are used to put extra focus on offers around the store and to highlight Netto+ offers. This type of sign is also used in fruit & vegetables where larger signage is needed.

– “First and foremost, it’s about improving the experience for our customers when they come and shop in our stores. But it is also of enormous importance that a project like this can help ease the workflows for our employees, who make a huge effort in the stores every day,” says Michael Tilsted.

For employees, the new solution means that they no longer have to deal with multiple stacks of paper and separating shelf labels, as the shelf labels are now printed individually and collected in a smart drawer developed especially for Netto.

MORE OPPORTUNITIES AND NEW INITIATIVES ON THE WAY

The new labeling has given Netto a whole new marketing platform with far more opportunities to inspire and help customers. As a result, there are already plans to expand the concept to new areas. According to Michael Tilsted, Netto’s Scan&Go and QR codes will be integrated as part of the shelf labels.

He also mentions that Netto wants to use the new concept as an important marketing tool and special messages to be emphasized – for example, clear marking on new products and new brands, but also displaying Vivino scores on the shelf labels in the wine department and special information about different taste parameters.

– “We have a unique opportunity to think outside the box in terms of how we want to communicate with our customers. Therefore, we will be launching several new initiatives in the stores,” he says.

NEW CLIMATE LABELING IN NET

Netto is the first retail chain in Denmark to help customers make more climate-conscious choices. That’s why Netto is currently testing climate labeling of food products, where the signage will guide customers to less climate-impacting alternatives.

– Fortunately, many people want to make a difference for the climate and our common future. It is therefore our responsibility as a grocery store to make it easier for our customers to choose products with a lower climate footprint. Now, Netto will be the first in Denmark to launch an actual climate label that provides concrete advice and guidance to customers while they are in the store,” says Michael Løve, CEO of Netto.

The print solution from Delfi Technologies consists of Epson TM-C3500 label printers and shelf labels as well as Epson WorkForce Pro to print the larger A4 signs. In addition, a special drawer system for the label printers that collects the printed shelf labels so that stores can easily keep track of the many print jobs. The drawer system has been specially designed for Netto through 3D printing based on the exact needs.

ABOUT NETTO

Netto is part of Salling Group and is Denmark’s largest grocery chain with more than 500 discount stores across the country. Netto also has over 350 stores in Germany and around 400 stores in Poland. In 2020, Netto also acquired Tesco Poland, which means that Netto is expected to end up with 700 stores in Poland when the Tesco stores are converted.