STORES Magazine - February 2008 - (Page 58) NUTS AND BOLTS / IN-STORE TICKETING Price Changes in a Flash With new system, U.K. camera retailer develops signage on the spot BY LIZ PARKS A common challenge for retailers selling heavily-promoted items is the need to change signage and in-store price tickets the instant they find themselves being undercut by a competitor on the identical item. This had become particularly problematic for Jessops, the U.K.’s largest photo retailer. “We are in a very price-competitive market and it seems to be getting more competitive every day,” says Brian Linnington, Jessops’ marketing director. Therefore, in 2006, management of the 240-store chain decided to implement an automated store signage program. Jessops’ stores needed “the ability to change prices and promotions, sometimes daily, to make sure we were competitive,” Linnington says. “And obviously, if you are doing that, you need to send out traditional point-of-sale materials to highlight your prices and to have signs changed in stores. That manual process, however, can get complicated – plus, it costs you a fortune. We just couldn’t carry on any longer in that way. “We needed to find a way to be very 58 STORES / FEBRUARY 2008 WWW.STORES.ORG http://WWW.STORES.ORG
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