DIGITAL PRICING FEATURE
TECHNOPOLIS
powers digital shelf-edge capabilities with Pricer’s ESL solution
Automated pricing and promotional capabilities will improve operational efficiencies and customer experience in-store ahead of Black Friday.
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ECHNOPOLIS is one of Bulgaria’s leading electrical retailers, and it has rolled out an Electronic Shelf Label (ESL) solution from Pricer to its store estate following a successful pilot implementation. The ESLs will digitally automate pricing and promotions to deliver greater operational efficiencies whilst driving customer experience ahead of peak trading.
The retailer has 34 ‘Big Box’ format hypermarket stores in 26 key cities, with over 25,000 SKUs in its catalogue from whites, browns and smalls and everything in between.
And following the success of the pilot, the company has committed to rolling out a further 20 stores ahead of Black Friday 2022, with a further 13 stores expected to go live in 2023.
TECHNOPOLIS recognised the need to digitally transform its store estate, to make it easier for staff to serve and add value to its customers, while also delivering the digitally-led experiences its shoppers had come to expect. It also wanted to ready itself for Bulgaria’s adoption of the Euro currency in 2024, which will require the retailer to show dual pricing during the adoption period.
On time and on budget Last year, TECHNOPOLIS turned to Pricer to run an ESL pilot in its Business Park Sofia – Mladost hyperstore ahead of its Black Friday and Christmas trading period. Implementing the solution with its trusted partner, SIS Technologies, which had worked with TECHNOPOLIS since its launch in 2001, the Pricer ESLs had to be fitted in under five months and without impacting store trading. Going live on time and on budget, the ESLs allowed the store to automate
pricing and promotions centrally in real-time. This not only ensured pricing and promotional compliance, but it saved considerable labour hours that would otherwise have been spent by store staff updating traditional paper-based labels. It also meant store associates were freed up to focus their efforts on adding
value to the customer experience in-store, providing product information and advice to shoppers during the consideration phase of their buying journeys and helping to drive in-store conversions. Bojidar Kolev, Co-owner of TECHNOPOLIS, comments: “The speed and flexibility we now have in our pricing and promotions is enabling us to operate much more efficiently, but in a much more agile way – and that means we’re better placed to meet the needs of our customers in delivering the value and the quality they expect from us.”
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September 2022
ertonline.co.uk
Sasho Ganchev, CEO at TECHNPOLIS, adds: “As well as powering huge
in-store efficiency improvements, the move to ESLs comes at a strategically important time for the business as we look to future-proofing our operations for the adoption of the Euro in two years’ time. We’ll be able to dynamically adapt pricing and promotions in both currencies, meaning staff can focus on the delivery of customer service, rather than the administration associated with that change.” In a bid to further improve the customer experience in-store, TECHNOPOLIS is also using the ESL solution to drive digital engagement at the shelf-edge, helping them to create more compelling in-aisle experiences for shoppers. Using larger HD 200 ESL displays means that as well as pricing and promotions, the electrical retailer can provide on-demand, digital product information, helping shoppers evaluate the product further and self-serve information at the shelf-edge. David Sebbag, Sales Executive, Eastern Europe, Russia and Middle East at
Pricer, concludes: “Electricals are often a considered purchase for shoppers – with so much technical spec, value and choice, it can become quite a complex buying decision for customers, who want to be supported in their path to purchase. “Our recent research of over 6,000 European electrical shoppers showed that 66 per cent wanted access to product information as well as pricing available on- shelf. By bringing the shelf-edge to life and using it as a source of information and inspiration for shoppers, TECHNOPOLIS is helping its customers find the right product, whilst giving them the confidence to convert.”
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