Dixons tests smart labels for smartphone linkup
Using technology similar to e-readers, ESLs display price and product information at the point of purchase.
ESLs allow Dixons to make automatic pricing and timed promotional updates as and when required at any time.
“As the new technology is used more widely, we hope to see customers interacting with these through their smartphones and QR codes, or by using social media to ‘like’ particular products,” said Simon Swanborough, project manager at Dixons Retail.
The SmartTAGs labels are supplied by Pricer.
The trial is taking place across 10 categories at the Dixons 2,100sqm Currys and PC World store in Aylesbury, with the project being managed by the Herbert Group.
“Until now, in-store merchandising has been limited in its responsiveness to changes in the market place and consumer dynamics, and is generally reactive rather than adaptive,” said Raj Sangha, business development manager at Herbert.
“An ESL solution, such as the Pricer SmartTAGs that we installed for Dixons Retail, provides the ability to implement an adaptive and engaging merchandising strategy,” said Sangha.
Ftdi-Chip