Musgrave has rolled out an ESL (electronic shelf label) solution from global ESL provider Pricer across its SuperValu and Centra stores in Northern Ireland, as its looks to digitally transform its store estate.
Implementing the solution with local partner and ePoS specialist Unipos, the ESLs enable Musgrave to centralise pricing and promotions, allowing it to be updated digitally and in real time, to ensure pricing accuracy.
The solution delivers operational efficiencies, as store staff no longer have to spend considerable time manually replacing paper labels, and it is also contributing towards Musgrave’s sustainability goals by reducing the paper consumption associated with traditional labels.
“We needed a pricing automation solution which could dynamically and quickly modify prices in our stores in a synchronised way, while enabling us to be more sustainable with our in-store operations,” said Michael Devlin, head of IT at Musgrave Northern Ireland.
“By automating the pricing process, crucial time is freed up to work on value-adding activities, such as merchandising, replenishing stock and assisting shoppers, along with improving staff satisfaction, as more time is spent on the shop floor, rather than in the back office, for price and promotional changeovers.
“As the prices are updated instantly, ensuring that the price displayed on the shelf is always the same as at the till point, we can further increase customer satisfaction and confidence,” Devlin added.
Enhanced Customer Experience
Customer experience is also being further enhanced at the shelf edge through the ESL solution, with digital signage allowing promotions, offers and information about the products to be brought to life through imagery, information and animations, to better meet shoppers’ digitally driven demands.
Research undertaken among 2,000+ UK shoppers in the latest Pricer UK Consumer Insight Report 2021 showed that two thirds (65%) would be more likely to buy a product in store if they could easily and clearly access information about the product digitally.
Almost six in ten (57%) consumers say that they like to have more access to product details in addition to pricing, whilst nearly half (49%) would like more digital signage at the shelf edge, to help inform their buying decisions.
“The Pricer labels come in various shapes and sizes, which meet the needs across our different store formats, along with the ability to display images and animations, which help to create appealing promotions for our customers that go beyond the standard paper labels,” said Devlin.
“From a customer perspective, it is vitally important to have pricing that is, firstly, accurate, and, secondly, that is easy to read and captivating, which will encourage repeat custom via a seamless and digital in-store customer journey. With Pricer we get a robust, scalable and future-proof platform, which we can rely on for years to come.”