ICA Smedby
Electronic price tags inform customers in a whole new way at ICA
At ICA Supermarket Smedby in Kalmar, they have installed electronic shelf labels from Delfi Technologies. The prerequisite for choosing Delfi’s solution is that they are partners with ICA and everything is integrated with ICA StoreOffice and NYA BOB (BackOfficeButik).
ICA Supermarket Smedby in Kalmar is a popular store that has been run for generations. Tony Borgryd, who has installed electronic shelf labels from Delfi Technologies joined the business in 1989 and took over from his father in 1995. Since then, the business has opened in new and larger premises, just across the road.
Tony had been thinking about installing electronic shelf labels in his store for a long time, but couldn’t find a system that suited his needs. When he heard aboutthe Breece System from Delfi Technologieswhich, among other things, allows you to change prices without sitting at the computer, there was no way around it.
Delfi Technologies is an IT solution provider that, among other things, delivers electronic shelf labels from 14 offices across Europe, including Sweden. In total, Delfi currently has more than 3,000 active electronic shelf label installations across Europe and more than 15 million signs in operation.
"A big advantage of electronic shelf labels is that I can change prices in the store without having to be there"
PLUG AND PLAY
The Breece system makes it quick and easy to get started. Delfi Technologies is a certified and approved supplier at ICA IMS, which is a requirement when it comes to implementing new systems at the chain. The Breece system is standard configured with ICA’s StoreOffice and NYA BOB. The Breece solution with electronic shelf labels is also cloud-based and only requires a wireless antenna that connects directly to the store’s existing ICA network.
Tony works as usual in StoreOffice, where he manages prices and promotions. As soon as Tony has made price changes or promotions and presses save, the system automatically downloads the updates and sends them out to the many signs on the shelves.
Accessibility on the go
– One of the big advantages is that I can access my store’s systems from my home computer as they are cloud-based. That way I can sit at home and still make price changes. For example, I was sitting at home after Christmas and realized that I had too much Christmas ham in stock. With my computer, I was able to lower the price of the ham without even contacting the store staff. After 30 seconds, the price on the shelf and at the checkout was updated and I quickly sold out of all the ham,” says Tony Borgryd, grocer at ICA Smedby.
To link new items to the shelf labels, they use Delfi’s own app, Breece Mobile Assist. The app is available in both the Google Play Store and the App Store. It can be used via employees’ smartphones or on a handheld terminal. The employee simply scans the product’s barcode and then the electronic shelf label’s barcode. The product is then linked to the shelf label and is automatically updated with data from StoreOffice.
Many design options
There are many different types of layouts for the many signs in the store. For example, the large A4 signs can easily display information about member offers and multi-discounts. As something completely new, it is now also possible to personalize these signs, and the store in Smedby is among the first to implement this. This means that they can clearly show that an offer is only valid in the Smedby store and not elsewhere.
The store also uses the option to display the discount rate in percent or dollars, which Breece System automatically calculates to display on the electronic signs – for example, that you save 20% on a selected item. Derudover kan man også vise pile på skærmene, f.eks. i tilfælde, hvor produktet placeres under displayet, så aktiverer du pilene, så kunden lettere kan finde det pågældende produkt. Alt sammen nye muligheder, der skal hjælpe kunderne med vigtig produktinformation. It could also be to display two products/prices on one sign in places where space is tight on the shelf or the products are very close together.
It is also possible to use different messages on the signs. An example could be that a product is out of stock or cannot be obtained from the supplier. In this case, the store can write this on the sign and inform customers. It could also be informing customers that their meat and cold cuts are freshly cut in the store to signal freshness.
About ICA Sweden
With around 1,300 stores and a market share of approximately 36 percent, ICA Sweden is the leading grocery chain in Sweden. The company is run together with independent ICA merchants, who each run their own stores and can thus meet customers through locally adapted concepts and offers.
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