Intersport rolls out electronic shelf labels


Intersport rolls out electronic shelf labels

Sports retailer Intersport has introduced Pricer electronic shelf labels (ESLs) across its European store estate.

The new tech roll out – said to include around 1,000 SmartTAG HD per store, aims to help the company enhance customer experience, as well as the efficiency of in-store operations (when outlets reopen).

With ESLs, prices can be updated instantly. Which not only enables more synchronisation between in-store prices and online activity, but also reduces pricing errors or inconsistencies.

The move away from manual in-store pricing, including markdowns on goods during busy sales periods, will help counter inefficient price management, it says. Staff can also scan the QR code on the ESLs for real-time stock availability.

According to its estimates, the solution could save every store one month of shop staff’s working hours per year.

There’s also benefits for Intersport customers. As the QR codes can also be used by them to unlock extra product information or to place an order if the size or model they are looking for is already sold out in store.

Aggelos Stefanou, IT manager at Intersport – Greece, Cyprus and Balkans, said: “The huge amount of hours spent only on changing the prices, with everything from checking the prices, printing the paper labels and putting everything up in the right place was a big issue for us. We realised that the employees could spend their time better serving our customers and doing other in-store tasks.”

“For stores like Intersport – and the whole retail industry – price management is extremely critical. Today, we perform price controls every morning before the opening to ensure that the prices are up to date. At the same time, we now never have pricing mistakes.”

Duncan Potter, CMO at Pricer, said: “By digitalising its shelf-edge, Intersport has not only been able to make its pricing more dynamic and accurate, it has also unlocked the value from its store associates, by diverting their efforts into customer-focused activities that improve experience and increase conversions.”

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