Ensuring the same prices online and at the shelves in the physical stores can be a big challenge when you run a differentiated product strategy and want to offer customers a consistent experience and service across all channels. These are just some of the focus areas, when it comes to omni-channel at NiceHair, which is Denmark's largest online retailer of well-known and popular beauty products. In addition to running an online shop, NiceHair also has two physical stores with hairdresser salon – NiceBeauty in Kolding and NiceBeauty in Esbjerg.
Omni-channel is highly prioritized at NiceHair. The ambition is clear; customers must have the same conditions – regardless of whether they shop online or in the stores. With the ambition of ensuring the same experience and price in all channels, NiceHair began investigating the market for digital shelf labels, as the company expanded its business to physical stores with hair salons two years ago. The choice fell on Delfi Technologies with Breece System and electronic shelf labels, which is currently installed at the NiceBeauty location in Kolding.