Willer Tankstelle
Anton Willer equips “Tanke Emma” shop with ESL
Since July 2022, the Kiel-based company Anton Willer has been operating a “mini-supermarket” at its gas station on Kieler Straße in Kronshagen, with 110 m² of retail space. The success of this concept is evident, as it earned the title of “Gas Station of the Year 2023” in the Shop category. This recognition motivated the Willer team to take the next step and equip the shop with electronic shelf labels (ESL) from Delfi.
"First of all, the Delfi system saves our employees a lot of time in the "Tanke Emma" shop. Paper labels no longer have to be printed and laboriously distributed. Customers are always guaranteed that the correct price for the right product is clearly displayed."
Flexibility is a huge advantage for employees
“With this technology, we have professionalized the entire system of price labeling and pricing in the shop,” Lennert Dierk shares, expressing his excitement over the many improvements and benefits. The various display types and sizes make it easy to accommodate the different product offerings in the Tanke Emma Shop in Kronshagen.
Even the refrigerated shelves and freezer units can be effortlessly equipped with specialized labels. “We can customize the design and even choose whether to display just one or multiple items depending on the type of display. This ensures that the correct price is always clearly presented for the right product,” Lennert Dierk continues.
User-friendly operation via the BreeceGo app
Another advantage is the ease of use. 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 completed with just a few clicks. New labels can be easily added using a mobile device, and both iOS and Android devices can be used via the BreeceGo app. Regular price adjustments or special promotions are simple to implement, as Delfi’s software solution is integrated with the Huth POS and inventory management systems through a custom-built interface.
“If a product is moved to a different shelf in the shop, the ESL stays in place, and the correct price is updated in real time through the system. This simplifies stocking, especially for fresh products where there is high turnover and frequent price changes,” adds Lennert Dierk.
The monthly expenses are manageable, and the system saves considerable time while reducing errors from incorrect price labeling. As a result, the investment will positively impact the shop’s economic efficiency in the long term. The digital price tags from Delfi also ensure legal compliance, displaying all mandatory information—a crucial factor in choosing Delfi’s solution. These advantages have led to plans for the installation of ESL at another Willer gas station in December 2024.
About Anton Willer GmbH
“Fair, down-to-earth, North German. Innovative yet traditional. And, of course, sustainable!”—this has been the recipe for success since Anton Willer was founded in 1934. Currently, 35 gas stations are operated under the bft-Willer brand in Northern Germany. Since 2022, the company has been running gas station shops under the “Tanke Emma” brand, offering a mini-supermarket experience with a product range that goes well beyond standard gas station offerings, all at supermarket prices.
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