Progressive Grocer - September 2017 - 117

Shelving Systems

Equipment & Design

Cutting Edge
Supermarket shelving is playing a more sophisticated part in marketing.
By Bob Ingram

H

eretofore taken for granted, the
once lowly shelf is taking on an
expanded role in the evolution of
food retailing.
"The concept of ESLs [electronic shelf labels] has been around for years," says Paul
Milner, marketing director at Displaydata, based in
the U.K. town of Bracknell, "but in today's evergrowing digital retail environment, retailers and
their customers are ready to make this new generation of ESLs a part of the store experience."
Displaydata's fully graphic three-color ESLs, with
the option of integrated Bluetooth Low Energy beacons, enable grocers "to drive in-store pricing and promotions with speed, agility and consistency," Milner
notes, adding that they can also display product, price,
promotion, nutritional information and stock levels, as
well as enable centralized management of any number
of ESLs across any number of stores in seconds.
"We believe that ... key drivers for grocery
retailers adopting ESLs are transparency and in-

tegrity," Milner observes. "Grocers want to earn the
customer's trust, which means it is critical to offer
price and promotion accuracy at the shelf edge that
also matches what is advertised in online channels."
With Amazon's aggressive moves into grocery, he
notes, the stakes are higher than ever, and the right
technology innovations can help grocers compete.
"We believe that in the next five years, the
majority of retailers will achieve full digital integration," Milner says, "and grocery retailers will adopt
ESLs to achieve everyday low pricing, easily match
prices with competitors or web-based delivery services, and much more."

frOnT anD
cEnTEr
The Like
Machine offers
measurable,
two-way shopper
engagement.

The End of OOS?
According to John White, CEO of Annapolis, Md.based Compass Marketing, one of most important
applications of the company's Powershelf System is
solving out-of-stocks (OOS) by using a combination
of proprietary hardware and software to identify,
analyze and eliminate OOS incidents while simultaSeptember 2017 | progressivegrocer.com |

117


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