EPoS,IN-STORE&DIGITALSIGNAGE
17
DELHAIZE
IN-STORE SYSTEMS SUPPORT
SELECTS DEBENHAMS’ EXPANDING NEEDS
SPACE-
PLANNING
F
ollowing a number of successful by designing, supplying and installing the latest
installations for Debenhams, PEL open protocol systems. At Livingston, the
Services has been involved in ½ tting out system also bene½ tted from aspirating smoke
SYSTEM
three new stores at Blackpool, Livingston near detectors that sample the air from protected
Edinburgh and West½ eld in London (pictured). areas to give even earlier warning of a ½ re.
International Belgium-based food PEL designed, supplied and commissioned To enhance safety, PEL installed a Bosch
retailer Delhaize has selected Apollo ½ re alarm, public address and disabled refuge Plena Voice Evacuation system with a variety
Designer Workstation – part of call systems in all three stores, in addition to of speakers in the Blackpool branch. The
Aldata’s Apollo Space Optimisation voice alarm, Master Antenna Television (MATV) other stores have a different layout and did
offering – to improve category and and intruder alarm systems in Debenhams not require the voice evacuation, but have
shelf performance. This investment will Blackpool. been ½ tted with public address systems that
enable Delhaize to better respond to are used to broadcast music and Debenhams
customer demand, improve inventory “In-Store Radio,” which is also supplied across
planning and ef½ ciently deliver tailored Debenhams store estate by PEL’s Music &
assortments, by creating customer- Media Division.
centric planograms at the store level. The Debenhams Blackpool store has also
“The one-size-½ ts-all approach to been ½ tted with a Europlex intruder alarm
store planning is no longer effective. system, as well as a MATV system that allows
Ensuring that we have the right for TV and music to be played in different
products in the right place at the departments.
right time is critical to the success of The provider said key to success for these All three of the department store retailer’s
our brands,” said Tanguy t’Serstevens, systems was the ability to cope with the new sites also bene½ t from refuge call systems
Delhaize supply chain vice president. size of the stores and the project timescales, that comply with British Standards and the
“We evaluated several solutions and particularly when programmes ran in tandem. Disability Discrimination Act. A specialised
Apollo Designer Workstation appears Each of the new Debenhams stores trade intercom, the refuge call system consists
to be the one that could provide us from substantial space over a number of ¾ oors, of a modular control panel installed at a
with the granular level of detail and thus demanding carefully selected equipment control point in each store, connected by an
functionality we required. It seems to to achieve a reliable and effective result, easily independent link to remote handsfree units
be user-friendly, scalable and quick to installed over large areas. in each stairwell. The system allows a disabled
implement.” PEL satis½ ed the ½ re detection and alarm person to alert a central station any situation,
The space-planning system will requirements in the new Debenhams stores enabling appropriate action to be taken.
help Delhaize automate planogram
production, enabling consistent and
accurate execution of category plans
and new product launches at the
LANCÔME AT SELFRIDGES GETS
individual store, product and shelf level.
RICH DIGITAL DISPLAY
The new technology will also help
Delhaize to reduce out of stocks and Perfume and cosmetics giant, Lancôme earlier this summer
ensure that any redundant shelf space completed the installation of a multi-screen digital display
being taken up by over-stocking of installation within its premier UK retail location at Selfridges,
slow moving items is released for fast London.
moving goods. Within the Lancôme counter, digital signage agency Pixel
Shaun Bossons, senior vice president Inspiration installed two large LED displays and an LED lighting
of Aldata Apollo added: “Delhaize into a ‘play table’ within the counter allowing it to be illuminated
will also be able to increase the in synch with the content being played on the displays.
effectiveness of its merchandising Pixel’s content studio designed and produced the content for
collaboration with suppliers, as the displays in conjunction with Lancôme’s visual merchandising
both parties will be able to work team, which is updated in line with key product promotions.
strategically using the same solution Kerry MacNaughton, merchandising director for L’Oreal Luxury Products Division said:
to assure the best performance. We “[The] range of digital displays and content has enabled us to leverage our branding in-store
are pleased to be expanding our in a way which actually enhances the retail experience for our customers. As a result we’re
relationship with Delhaize.” already beginning to see a return on our investment in the form of a positive uplift in sales.”
AUGUST/SEPTEMBER 2009 RETAIL TECHNOLOGY
15-21 Epos.indd 17 15/9/09 1:31:14 pm
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