On the one hand, software that's compatible with the inventory management system and the applicable characteristics need to be stored, while it is also necessary to determine the optimal way to attach the actual labels to the shelves. In the case of Poco, this presented the biggest challenge.
Sebastian Schrader explains, "After we selected the first 3,000 top items we wanted to tag – from the special items section and not the furniture selection – we took a look at the way we present our merchandise in the market together with our shelving supplier and the ESL service provider. This revealed how we wanted to position the labels on the products in an easy-to-read format for customers. Right now, special attachments are being made for us."
During a second step, the best label sizes for each product, article, and marketing medium were selected. "At the moment, Poco uses five standard label sizes, ranging from small size Chroma 16 for fasteners that are displayed very closely together all the way to Chroma 74 for boxed items that are showcased in bulk," he adds.
Finally, the layout of the labels was created by associates in the organization department. They are also the contact persons if there are any issues at the store. "We provided in-depth training to three additional people on site at the store to handle details. For example, they know how to create labels and take care of defective ones," Schrader adds.
All sales floor associates who work in the areas that apply ESLs know the system and are able to assign the labels to an article using handheld devices; and they are not at all afraid to use them. According to Schrader, the costs of the ESL installation in Goch are in the six-figure range. And Poco's confidence in technology goes even further. "Next year, we are going to equip two more stores with digital price tags – one new and one existing store," he says.