Herz-Apotheken

July 14, 2025

Delfi Makes Life Even Easier with the New Four-Color Chroma Series

For more than 5 years, pharmacist Jean-Christian Gramann has been taking advantage of Delfi Technologies’ ESL solution. With the current upgrade to the latest generation of four-color displays, the pharmacy team now has even more opportunities for highlighting promotions.

"The fourth color brings us excellent new opportunities! For our customers, it means a clear new point of reference when looking for special offers where our prices are below the recommended retail price. We currently have over 200 products!"

Jean-Christian Gramann Owner of the Herz Pharmacies on the eastern shore of Kiel.

In addition to special offers, long-term low prices that differ from the RRP can now also be highlighted in color.

Until now, according to Christian Gramann, monthly promotions were prominently marked using the color red in the over-the-counter (Chroma21) and behind-the-counter (Chroma29) areas. “However, the fact that our prices are often below the recommended retail price (RRP) couldn’t be highlighted before,” says Gramann. “With the new color ‘yellow,’ we can now specifically emphasize prices that are below the RRP.”
The necessary data for this (PZN, product name, etc.) comes from the automated interface to the Pharmatechnik merchandise management system. The graphical processing is handled via Delfi’s software solution. As part of the programming, a rule was implemented to automatically display all prices that are at least 5% below the RRP with a yellow background on the displays.
“At the moment, that applies to more than 200 products in our store,” Gramann continues. “Thanks to the yellow background, these items attract increased customer attention and are additionally perceived as promotions in the over-the-counter area.” All mandatory product information remains visible, ensuring that the pharmacy stays fully compliant with legal requirements.

About Herz Pharmacies

Under the brand “Herz Apotheken am Kieler Ostufer” (Herz Pharmacies on the Eastern Shore of Kiel), Jean-Christian Gramann operates four pharmacies. The Herz pharmacy team is committed to providing dedicated service, qualified advice, and a personal touch. Their mission is to ensure optimal care, prompt delivery, and in-depth consultation for customers on Kiel’s eastern shore.