Billa Austria has introduced electronic shelf labels (ESL) in its stores, according to local press. The Rewe Group had been trialling the system in the Billa stores since June 2012.
The technology, from Austrian firm iMAGOTAG, will alow the retailer to centralise price changes, eliminating the need for staff to do it manually.
At the end of 2012, 1,020 Billa stores across Austria had been equipped with the electronic labelling system. Two access points per branch are enough to get the 'plug and play' system going. The immediacy of ESL is imperative to Billa's 'Bestpreisgarantie' (best-price guarantee) promotion, as the price on up to 300 SKUs per branch can be changed at the touch of a button. (28 Jan)
© 2013 - ESM: European Supermarket Magazine by Ben Webb