Willer filling station
Anton Willer equips “Tanke Emma” store with ESL
Since July 2022, Kiel-based company Anton Willer has been operating a “mini supermarket” at its filling station on Kieler Straße in Kronshagen with 110 m² sales area. The success of this concept is evident as it led to the title “Gas Station of the Year 2023” in the Shop category. This recognition motivated the Willer team to take the next step and equip the store with electronic shelf labels (ESL ) from Delfi.
"Firstly, the Delfi system saves our employees a lot of time in the "Think Emma" store. Paper labels no longer have to be printed and laboriously distributed. Customers are always assured that the correct price for the right product is clearly displayed."
Flexibility is a great benefit for employees
“With this technology, we have professionalized the entire system for price indication and pricing in the store,” says Lennert Dierk, expressing his excitement about the many improvements and benefits. The different types and sizes of displays make it easy to adapt to the different product ranges in the Tanke Emma store in Kronshagen.
Even refrigerators and freezers can easily be equipped with special freezer labels. “We can customize the design and even choose whether we want to show only one or multiple items depending on the display type. This ensures that the correct price is always clearly presented for the right product,” continues Lennert Dierk.
User-friendly operation via BreeceGo app
Another advantage is the ease of operation. The entire system was delivered pre-configured by Delfi as a “Plug & Play solution,” making installation and operation quick and simple. Price updates can be done with just a few clicks. New labels can easily be added using a mobile device, and both iOS and Android devices can be used via the BreeceGo app. Regular price adjustments or promotional offers are easy to implement as the Delfi software solution is integrated with Huth’s POS and inventory management system via a specially developed interface.
“If a product is moved to another shelf in the store, the ESL stays in place and the correct price is updated in real time via the system. This makes replenishment easier, especially for fresh produce where there is a lot of turnover and price changes,” adds Lennert Dierk.
Monthly expenses are manageable and the system saves significant time and reduces errors caused by incorrect pricing. As a result, in the long term, the investment will have a positive impact on the store’s financial efficiency. The digital price tags from Delfi also ensure legal compliance, as all necessary information is displayed-an important factor in the decision to choose the Delfi solution. These benefits have led to plans to install ESL at another Willer gas station in December 2024.
About Anton Willer GmbH
“Fair, down-to-earth, North German. Innovative, but also traditional. And of course sustainable!”-this has been the recipe for success since the founding of Anton Willer in 1934. Currently, 35 gas stations are operated under the bft-Willer brand in Northern Germany. Since 2022, the company has been operating gas station shops under the brand “Tank Emma,” offering a mini supermarket experience with a range that goes far beyond the usual gas station selection-and at supermarket prices.
RELATED CASES
Want to know more?
Contact us today and we'll be happy to get back to you
