Challenge
Kaufland operates in seven countries across the continent with 1,270 stores and over 148,000 employees. Known as an innovative business, it wanted to find a more agile way to promote offers, react to competitors’ changes, and increase the frequency of price markdowns to protect margins. It also looked to reduce the amount of time associates spend manually adjusting labels, to provide a better service to customers and cut operational costs associated with paper-based labeling.
Solution
Following an extensive review process, Kaufland selected Displaydata’s enterprise ESL solution. This was based on the solution being the most efficient to install and manage, and requiring the least amount of hardware in-store of any ESL vendor. For its in-store displays, Kaufland selected Displaydata’s Chroma 74 ESLs based on their quality and consistency of color. The large size (182 x 122 x 15 mm) fully graphic three-color labels (red, black, and paper white) provide a flexible canvas for Kaufland to draw attention to offers and can display a wider range of information. The labels are being rolled out in Kaufland’s 1,270 stores across Germany, Poland, Slovakia, Croatia, Czech Republic, Romania, and Bulgaria.
Results
Kaufland can make unlimited price changes on any label, anywhere, in seconds. This versatility enables Kaufland to react quickly to competitors’ offers, while using price in a more strategic way – it can graduate markdowns as sell-by dates near, to incentivize sales, protect margins, and reduce waste. What’s more, in-store teams are freed up from continuous, time-consuming (and costly) labeling and have much more time for customers. As well as improving service, Displaydata’s ESLs also add value for the customer, with more detailed product information available on each label (such as nutritional values/source of origin and much more), while the assurance of 100% price accuracy builds trust, boosts loyalty, and upholds the reputation of the Kaufland brand.
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Read moreOur electronic shelf labels
The world’s best Electronic Shelf Labels. Run by a truly enterprise-class solution using only a single server instance. Our labels are recognised as being the brightest, sharpest and having the most consistent colors available.
Different color bezels
Change bezel colors to match your brand.
EPD technology
Featuring the latest electrophoretic display (EPD) technology, our labels reduce glare and are viewable through close to 180°.
Vibrant colors
Fully graphic and available in three colors. Red, black and paper white. Yellow, black and paper white.
Bluetooth and NFC options
Select from labels with Bluetooth or NFC built-in to connect to customers’ smartphones, send offers, and use location-based services.
Fully graphic
See from a wide angle
Viewable through 180°.
Two-way communication with HQ
Labels confirm updates have been made and provide details such as battery voltage and temperature, so the display’s quality is always high.
Long Life
Changeable batteries and long life (typically 5 years with up to 3 updates per day).
Operating temperature
Labels operate from -25°C* to 30°C.
