Johnny Forbes put Pricer electronic shelf labels (ESL) into all three of his SPARs and TOPS stores in the Western Cape.
But it wasn’t love at first sight. Johnny wavered for about two years from the time Pricer’s representatives first went to see him.
“Then I spoke to Johnny de Melim at Palm Sands SPAR, Lichtenberg in the North West and asked him what he thought of this pricing system,” says Forbes. “He said there are two things he’s glad he did: put in the Pricer system and the cash guard system at the tills. I had my answer.”
Forbes runs his operation with his two sons, Henk and Johnny Junior, and they have 12 000 to 14 000 items on their floors. They have one store in Bellville and two in Brackenfell. They are currently buying a fourth store in Durbanville.
“These labels are more professional, they never fall off the shelf, and the merchandisers can’t move competitor products and take up the shelf space,” he says. “Customers tell me they never wonder what the price of an item is now and when I get price updates from head office it’s updated in a few minutes. The other main benefits I get are better stock control, better shelf control, and control of the merchandisers where you otherwise stand to lose a lot.”
Forbes uses Pricer labels throughout his stores, from the bread counter to the freezers, vegetables, fresh fruits and along all shelves.
Annelise Ilderton, sales executive at XON Retail, exclusive Pricer partner for Africa, says: “The price automation solution is central to store automation and enables price flexibility and accuracy at the shelf-edge to meet competition, gain competitive advantage, maximise margins and gain customer trust.”
The Pricer solution enables dynamic pricing and retailers benefit through:
-    Fully automating one of the most challenging in-store functions they face, such as weekly price changes;
-    Handling the growing need for price flexibility and accuracy at the shelf-edge;
-    Responding immediately to encroaching competition;
-    Gaining a competitive advantage in specific markets;
-    Centralising the price function;
-    Maximising margins with instant price reactivity;
-    Gaining customer trust; and
-    Modernising stores and enhance a digital image.
Pricer offers two different styles of labels – segment and graphic. Both ranges have standard electronic labels for the shelf-edge as well as specific labels designed for freezers, peg hooks and large signs. All labels are supported on the same Pricer infrastructure platform, allowing retailers to mix and match according to their needs.
About XON Systems
XON established in 1996, designs, builds, operates, and manages information and communication technology (ICT) solutions created specifically for customers. We are a level 2 BBBEE business that embraces social responsibility and upliftment.
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Media enquiries: Hendrik Bredenkamp, XON
Contact details: 011 237 4500,
Issued by: Michelle Oelschig, Scarlet Letter
Contact details: 083-636-1766,