They are one of the main trends in the digitization of retail: electronic shelf labels (ESL). Michael Unmüßig, Managing Director at SES-Imagotag explains in our interview how they can improve the quality of shopping both for retailers as well as customers. We also learn about the first automatic shelf monitoring system in the store.
Digital price tags have been in use for a while. What can smart labels do from a technical point of view nowadays?
The connected price tags from SES-imagotag are the modern link between customer and product. They provide all the important information for the shopper directly in the store. Our Electronic Shelf Labels always show the correct price. They offer the customer personalized discounts. Customers can use the digital price tags to find products and see whether there are enough in stock. They can make a reservation or place an order directly. All this raises the purchasing process in the shop to the same level as in online trading. Finally, the same conditions apply here.
And this also applies to the dealer. With our digital solutions, he can manage his shop much more profitably. Why? Because mistakes are avoided - for example, through incorrect pricing. The retailer gets to know his customers better and can therefore plan better. He can use digital prices to control sales more precisely, for example with sales promotions. With the networked price tags, he can connect seamlessly to the online shop, providing a true Omnichannel service.
With the help of ESL, prices can also be adjusted in real-time in stationary retail. What do retailers have to consider consumer protection?
Anyone who first argues with consumer protection when it comes to pricing has not understood trade in 2018. In fact, shelves and cash register prices must be right. This is a major problem for the retail market in matters of paper labels. A retailer never changes prices out of boredom. The foundation of every price change is the stable, trusting customer relationship. This determines the actions. Incidentally, this also applies to data protection. What does that mean? The procedure must be transparent and in the interest of the customer. Whoever fails to do so will lose.
What is most important in SES-imagotags's offering for EuroCIS 2018?
Clearly our new ESL generation VUSION. They are the world's most customizable tags with all options for trade, logistics and industry. And we invented ShelfWatch - the first automatic shelf monitoring system in the store. This can bring 15 percent more sales.