SuperBest at Østerfælled Torv in Copenhagen, Denmark uses

SuperBest at Østerfælled Torv in Copenhagen, Denmark uses
electronic shelf labels from Delfi Technologies A/S.
SuperBest - Østerfælled Torv
SuperBest at Østerfælled Torv in
Copenhagen covers a store area of
more than 2000 m2 and employs
118 staff members.
“At SuperBest, it’s all about our customers. The solution with electronic shelf labels has improved our customer service significantly.”
After a refurbishment SuperBest
reopened in November 2010 with
electronic shelf label solution from
Delfi.
Ole Strecker
Grocer, SuperBest Østerfælled Torv, Copenhagen
SuperBest at Østerfælled Torv in Copenhagen reopened in November 2010 after a total refurbishment and
modernization of the store. From Dagrofa Detail’s point of view they chose this SuperBest for their test store
to test new product concepts. The new full graphical electronic shelf labels were also one of the new concepts
introduced at the reopening of the store.
SuperBest’s solution
The SuperBest store has a solution
with more than 13.000 electronic
shelf labels of the models epop50
and epop300.
SuperGros manages all SuperBest
stores, which will install electronic
shelf labels.
The cooperation with SuperGros is
part of Delfi’s cooperation with the
partner EG Retail & Medie (formerly
IT Gruppen).
Detail IT
Detail IT is a staff function under
SuperGros a/s, which carries the
merchants’ interests.
Electronic shelf labels at SuperBest
At SuperBest there is a very strong focus on customer service. With Delfi Breece System, SuperBest has
eliminated its reputation for displaying prices in the store that did not match prices at checkout. The solution has helped to improve customer service, and freed up staff members’ time which instead can be used
on other tasks in the store.
Kristian Kennebo, store manager at the SuperBest store, says:
“We spent too much time on printing shelf labels and it was a problem that many of the printed labels disappeared and never reappeared on the shelves. As a result, the price displayed on some shelf labels did not
match the data in our store system and the price the customer had seen on a shelf label in the store was not
always the same as the price at checkout. With the fully graphic electronic shelf labels, our prices are always
correct and we have improved our customer service significantly.”
SuperBest launches the week’s special offerings every Monday. With the paper solution, SuperBest began to
prepare the labels at 14:00 PM on the previous Saturday because it was necessary to print all the labels in
advance and go through the store to place them on the shelves in order to be ready for the upcoming week.
Today, the solution with electronic shelf labels automates this manual process as prices are automatically
updated from the store system and then displayed on the electronic shelf labels.
SuperGros a/s is a wholesaler to the
grocery market and the kiosk and
convenience market, and is part of
the Dagrofa group.
Dagrofa owns both the largest grocery wholesaler SuperGros - the
country’s leading cash & carry chain
Dagrofa S-Engros and CateringEngros. It makes Dagrofa one of the
largest food retailers with over 6000
employees and revenue of more
than 23 billion DKK.
Denmark
Sweden
Norway
www.delfi.com
+45 70 222 555
+46 8 742 20 55
+47 32 78 12 11
info@delfi.com
Kristian continues:
“Today we spend a minimal amount of time updating the prices and we can let the system do most of the
work. This also means that we can save a lot of staff time. There are no longer problems with the prices and
we do not have to go through the store and correct labels at the shelves when prices are incorrect. We also
avoid spending time on printing new labels and placing them on the shelves. It’s something our employees
are really happy about, they avoid all this manual work and we can now focus on other tasks in the store.”
Breece System
Breece System consists of electronic
shelf labels and innovative software
modules for management and design of these.
Stores can eliminate pricing errors
and reduce times spent at checkouts, because there will be 100%
accuracy and consistency between
price indication on the electronic
shelf labels and the checkout.
It is possible to display everything
from product text and images to
barcodes and logos on the electronic
shelf labels.
All the electronic shelf labels can be
updated at the same time without
affecting existing IT systems in the
shop.
At SuperBest, there is a huge focus on the solution’s positive impact on the customer service. Ole Strecker,
who is grocer at the SuperBest store, says:
“At SuperBest, it’s all about our customers. The solution with electronic shelf labels has significantly improved our customer service - it’s basically the most important fact. Today our customers have the guarantee that the prices are correct and I can therefore recommend to other grocers to invest in this solution with
fully graphic electronic shelf labels.”
Ole Strecker explains the installation process:
“The installation was simple and took place in parallel with a renovation and modernization of our store. So
when we reopened, the store was equipped with electronic shelf labels. The ease of installation was an important factor in helping us to form the basis for choosing this solution. We have seen other solutions where
the installation is more complicated and requires a lot of wires throughout the store and a more complex
infrastructure.”
Breece System provides retail chains
with competitive advantages and
enables multiple daily updates on
pricing and product information.
It is a centralized solution that allows
the option of implementing central
updates at chain level with every
store involved. But at the same
time, it is also possible for each
store to make its own updates.
The solution can be implemented in
a store while it maintains its daily
operations and serves its customers.
Read more about the solution at
www.breecesystem.com.
The Technology
Breece System uses electronic shelf
labels (epops) and Bounce Communicator from ZBD Displays Ltd.
The combination of hardware from
ZBD Displays Ltd. and the software modules, developed by Delfi
Technologies A/S ensures that the
solution integrates seamlessly with
existing retail systems and provides
a solution modelled precisely for
customer requirements.
Denmark
Sweden
Norway
www.delfi.com
+45 70 222 555
+46 8 742 20 55
+47 32 78 12 11
info@delfi.com
The choice of Delfi Breece System
Detail IT and selected grocers participated in a presentation where solutions with electronic shelf labels from
different providers were presented.
SuperGros was looking for an improved solution to the already running model, which is a half graphical solution, which means that only the price indicated on the display can be updated. Full graphic solutions where
both price and text can be updated electronically had appeared on the market and had started to become
more cost-effective. It was these models Detail IT was looking for.
From the independent grocers’ point of view, it was of high importance to move completely away from paper
labels and it should therefore be a full graphical solution and not a half graphical solution where a part of the
shelf label still consists of paper (segment displays).
Therefore the Delfi Breece System with full graphical electronic shelf labels was chosen. SuperBest at Østerfælled Torv in Copenhagen was selected as a test store together with EUROSPAR Søhus in Odense. SuperBest’s previous solution consisted of paper labels throughout the entire store.
The paper labelling solution resulted in price errors due to the discrepancy between the price indicated on
the paper labels and the price indication at checkout. Price errors meant that many customers had to check
their receipt and in some cases go to the cashier in order to get money back or to return the goods.