Electronic Shelf Labels • 05.09.2017

Giving costumers transparency and the right prices at the shelf edge

Link between online and physical stores

ESL at shelves with perfume
Source: Delfi Technologies GmbH

Ensuring the same prices online and at the shelves in the physical stores can be a big challenge when you run a differentiated product strategy and want to offer customers a consistent experience and service across all channels. These are just some of the focus areas, when it comes to omni-channel at NiceHair, which is Denmark's largest online retailer of well-known and popular beauty products. In addition to running an online shop, NiceHair also has two physical stores with hairdresser salon – NiceBeauty in Kolding and NiceBeauty in Esbjerg.

Omni-channel is highly prioritized at NiceHair. The ambition is clear; customers must have the same conditions – regardless of whether they shop online or in the stores. With the ambition of ensuring the same experience and price in all channels, NiceHair began investigating the market for digital shelf labels, as the company expanded its business to physical stores with hair salons two years ago. The choice fell on Delfi Technologies with Breece System and electronic shelf labels, which is currently installed at the NiceBeauty location in Kolding.

Supplier
Logo: Delfi Technologies GmbH

Delfi Technologies GmbH

Landgraben 75
24232 Schönkirchen
Germany
Photo
Source: Delfi Technologies GmbH

Link between online and physical stores

NiceHair has a large selection with 15.000 products at the online store, where prices and promotions get updated on a daily basis. Therefore, there must be a link to the shelves in the physical stores, where prices must match the same good prices online, even though NiceHair runs with a differentiated product range and selection of approx. 2000 products in their hair salons.

- We have an ambition about being transparent and offer our customers the same prices and the same service in all of our channels - and this is where electronic shelf labels can help us, says Tonny Nielsen Bruun, CEO at NiceHair.

"We have an ambition about being transparent and offer our customers the same prices and the same service in all of our channels - and this is where electronic shelf labels can help us." (Tonny Nielsen Bruun, CEO at NiceHair)

NiceBeauty Store front
The NiceBeauty Store
Source: Delfi Technologies GmbH

Same price and service across channels

When we have the opportunity to run a promotion with 20 percent discount with a particular supplier, it should also be easy to adjust prices online and in-store. We have a lot of promotions and therefore we really have the need to update prices on a regular basis. At the same time, we must be competitive on a wide range of products and it also means many price changes. This is where electronic shelf labels give us a clear advantage, says Tonny enthusiastically.

In addition to offering the same price in the hairdressing salon as in the online store, NiceHair also offers the customers the option of exchanging or returning items in the hairdressing salons, even if the items were purchased in the online store. At the same time, it is also possible to order items online at www.nicehair.dk and get the goods delivered for pickup in one of the hairdresser salons the following day.

Advertisement

related articles:

popular articles:

Thumbnail: Photo: SkatePro thinks out of the box

Company News • 06.06.2017

SkatePro thinks out of the box

Best B2C E-commerce company creates new opportunities with electronic shelf labels

Thumbnail: Photo: Label items electronically with Breece System...

Company News • 10.05.2017

Label items electronically with Breece System

Thanks to the Breece System, the photo retailer in Düsseldorf ‘Foto Koch’ can label its items electronically and always keep products up to date

Thumbnail: Photo: Xovis – people flow monitoring for the IoT age...

Video Advertisement • 04.07.2017

Xovis – people flow monitoring for the IoT age

More than 40.000 Xovis 3D sensors are deployed in the retail industry

Thumbnail: Photo: Toshiba lifts customer experience & sales for Brookstone...

Company News • 04.07.2017

Toshiba lifts customer experience & sales for Brookstone

Dynamic content related to the products creates new shopping experience

Thumbnail: Photo: From transport to information carrier: intelligent packaging in retail...

Interview • 03.07.2017

From transport to information carrier: intelligent packaging in retail logistics

“The biggest challenge in packaging is its integration into the supply chain”

Thumbnail: Photo: Star Micronics revolutionises POS terminal device choice...

Advertorial • 30.06.2017

Star Micronics revolutionises POS terminal device choice

Direct iPad receipt printing via standard iPad / iPhone / iPod USB lightning cable

Thumbnail: Photo: Increase consumer loyalty through mobile self-scanning...

Company News • 09.05.2017

Increase consumer loyalty through mobile self-scanning

Scansation helps retailers create personalized offers for anonymous consumers

Thumbnail: Photo: Electronic shelf labels ensure accurate pricing...

Company News • 17.07.2017

Electronic shelf labels ensure accurate pricing

Department store giant Bauhaus is launching a pilot project to replace its in-store paper pricing

Thumbnail: Photo: In-store tracking: customer buying behavior analysis ever more precise...

Report • 29.06.2017

In-store tracking: customer buying behavior analysis ever more precise

… but keep it anonymous and compliant with data protection legislation

Thumbnail: Photo: Instant payment solutions offer great potential...

Specialist article • 16.06.2017

Instant payment solutions offer great potential

For customers, making payments is becoming as easy as sending an email

Supplier

Xovis AG
Xovis AG
Industriestrasse 1
3052 Zollikofen

Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning
NCR GmbH
NCR GmbH
Steinerne Furt 67
86176 Augsburg
QUAD GmbH
QUAD GmbH
Windmüllerstraße 30
59557 Lippstadt
APG Cash Drawer
APG Cash Drawer
5250 Industrial Blvd NE
55421 Minneapolis
prudsys AG
prudsys AG
Zwickauer Straße 16
09112 Chemnitz
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
StrongPoint
StrongPoint
Schießstrasse 35
40549 Düsseldorf
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden
Scansation GmbH
Scansation GmbH
Zielstattstr. 133
81379 München