New store concept with electronic shelf labels - merges online and physical stores

TELIA DENMARK

December 30, 2016

New store concept with electronic shelf labels – merges online and physical stores

Telecom company Telia Denmark has gone from changing prices manually every time a product or price change occurred to having a Cloud-based and fully automated solution with electronic price tags – something that helps merge the online store and physical stores.

In a competitive market that demands responsiveness and efficiency, Telia needs to be alert when it comes to marketing and pricing. That’s why Telia is constantly looking for innovations that can improve its stores and create new business opportunities. When Telia operates both online and physical stores and invests equally in both areas, one of the areas that is significantly challenged is giving the consumer the same experience online and in the physical store.

"With electronic shelf labels and the Cloud solution, we ensure that the customer gets the same price in our physical stores as online. This gives our customers a coherent experience across all channels."

John Remme, Retail Manager - Consumer Sales, Telia Company

ELECTRONIC SHELF LABELS ARE PART OF NEW STORE CONCEPT

In the battle for customers, Telia has therefore begun a major modernization of the store network and adaptation of the chain’s store design. In addition to strengthening Telia’s store concept, the new store design will also help to improve customer service. Customer service is in focus when Telia, as part of the new store design, is also introducing the cloud-based Breece Cloud solution with electronic price tags in the chain’s 52 stores.

With the desire to achieve constantly updated product and price information on the shelf, John Remme, Retail Manager at Telia, contacted Delfi Technologies A/S. John had long followed the development of electronic shelf labels and it was just a matter of timing before the project with Breece Cloud and electronic shelf labels at Telia could begin.

EASY TO GET STARTED WITH CLOUD SOLUTION

The rollout of electronic shelf labels in Telia stores is underway and is done via Breece Cloud, which only requires an internet connection and a wireless antenna to get started. The wireless antenna is used to send data to and from the electronic shelf labels. The signs are updated from Telia’s head office, which handles the physical stores as well as the online store www.telia.dk.

– It’s been incredibly easy to get started. We just had to connect the antenna and link our products to the signs – everything is done online and product information comes directly from the head office, John says with satisfaction.

MORE TIME FOR CUSTOMERS

The solution is already freeing up more time for store staff, as previously a lot of resources were spent on changing prices manually – time that can now be spent on customer service instead.

– When you continuously update prices, it’s nice to have electronic price tags. When the price is updated from the head office, it is also sent to the wireless signs in the store. This means that we always have updated prices on the shelf. Before, we had to print and change new price tags ourselves. It takes a lot of time away from the customers and today we can use that time much better,” says Martin Larsen, employee at Telia on Købmagergade in Copenhagen.

INCLUDED AS AN ELEMENT IN BRANDING

Since the electronic shelf labels are wireless, the store has a lot of freedom in terms of placement and mounting of the signs themselves. As part of the new store interior, Telia has therefore chosen to integrate the signs directly into the store’s tables where phones and tablets are presented. In addition, the signs are mounted on mobile accessories and other equipment.

– The electronic shelf labels are a natural element in our store concept,” concludes John, who also believes that the Breece solution helps to lift the stores and create the professional look that Telia strives for.