Company News • 19.08.2021

Gebr. Heinemann - new technology for duty free shops

Electronic price tags at the airport

Gebr. Heinemann, founded in 1879, has teamed up with the IT company Delfi Technologies to ensure a high level of productivity in the international airport shops. By introducing electronic shelf labels, Gebr.  Heinemann can change prices and product information immediately in its airport shops all over the world.

Logo: Delfi Technologies GmbH

Delfi Technologies GmbH

Landgraben 75
24232 Schönkirchen
Duty Free Shop with drinks and digital signage
Source: Delfi

As a top retailer on the international travel retail market, Gebr. Heinemann has a product range of international branded goods that is constantly growing. Due to alternating promotional activities and daily updated exchange rates between currencies, many changes of prices and product information are required in the airport shops. Heinemann has therefore implemented Breece System – an automatic pricing solution from Delfi Technologies with electronic shelf labels (ESL).

The main driver to implement an ESL solution was a specific situation that Gebr. Heinemann was facing with currencies in its outlet Budapest.

"In Budapest, we, as Gebr. Heinemann, decided to work with Euro as shop currency since Forint was underlying big variations. However, by law, we were required to display prices in Forint. Since Euro was the main currency in our shops, one of the consequences was that the prices in Forint were changing each day according to the daily exchange rate. Therefore, we were looking for a solution that allows us to easily update prices on a daily basis for a huge number of products," says Jennifer Faiss, Project Manager POS Solutions at Gebr. Heinemann.

ESL saves paper and minimizes effort for shop staff

Gebr. Heinemann also decided to introduce the ESL system in other outlets to display the prices for specific promotions that are only valid for a short time frame. By doing so, Gebr. Heinemann saves paper and minimizes the effort for its shop staff because the ESL displays automatically get updated while exchanging paper price tags would cost time.

"In most of our outlets, we use the ESL displays to indicate our Special Offer Prices. In each of our shops, we have a Special Offer section where we display products that are under a promotional activity for a defined time frame (usually 3 months). Every three months the products and prices in the Special Offer Section are changing", says Jennifer Faiss.

On the display itself, Gebr. Heinemann is displaying:

  • The saving in percentage
  • The promotional price
  • The product name and brand
  • The type of product
  • The price per liter / kilogram
  • The barcode and GH number
  • The Heinemann logo (depending on the size of the ESL)

Additionally, Gebr. Heinemann is using a red background on the ESLs to create more attention.

Innovative state-of-the-art technology

In international airports, Gebr. Heinemann operates Duty Free & Travel Value Shops, fashion label boutiques and concept stores as well as shops at border crossings and onboard cruise ships. The ESL system has also been implemented in recently opened shops in Berlin Brandenburg Airport (BER), in the capital of Germany.

"Our newest outlet is in BER, the new airport in our capital city, and we definitely wanted to use innovative technology and state-of-the-art products", says Jennifer Faiss.

Integrated to SAP ERP system 

The ESL solution is integrated with SAP, which is the ERP system at Gebr. Heinemann. By making any changes for items in SAP, the displays in the shops get updated automatically in real-time.

"Setting a start date for each price in SAP ERP gives us the opportunity to plan upcoming changes of special offers or price changes some time ahead. On the defined start date, the ESL will then be updated with the new price without any additional manual effort," explains Artem Engel, IT Consultant POS Solutions at Gebr. Heinemann.

"With the use of ESL, we managed to save 1.3 million paper price tags in 2019, with 1.25 million solely in Budapest, and make the change of Special Offers and daily price changes easier to handle". - Artem Engel, IT Consultant POS Solutions at Gebr. Heinemann
Source: Delfi

related articles:

popular articles:

Thumbnail-Photo: DICKS Sporting Goods and NIKE create connected partnership...
08.11.2021   #app #omnichannel

DICK'S Sporting Goods and NIKE create connected partnership

Omnichannel app and event marketing for an enhanced shopping experience

DICK'S Sporting Goods and NIKE, Inc. have forged a transformative, connected partnership designed to enhance the shopping experience for DICK'S and NIKE customers. This first-of-its-kind collaboration will allow DICK'S and NIKE to each ...

Thumbnail-Photo: PromoTex Expo 2022 – International trade fair for promotion, sports...
13.10.2021   #retail #event

PromoTex Expo 2022 – International trade fair for promotion, sports and workwear

11.01. - 13.01.2022 | Düsseldorf

The trade show PromoTex Expo in Düsseldorf is an international trade fair for promotional, sports and workwear. More than 500 exhibitors, including international textile manufacturers, importers, textile traders and finishing service providers, ...

Thumbnail-Photo: Tackling today’s retail staffing challenges with AI-powered WFM...
19.11.2021   #personnel management #workforce deployment

Tackling today’s retail staffing challenges with AI-powered WFM

Workforce management solutions to resolve current labor shortage

Experts have attributed this difficulty finding front-line employees to a variety of factors, such as child-care responsibilities, a desire for increased wages and benefits, and concern about new COVID-19 variants.Many retailers are approaching ...

Thumbnail-Photo: VM & Display Show 2022
12.10.2021   #brick and mortar retail #retail

VM & Display Show 2022

05.04.-06.04.2022 | London

World-changing thinkers and innovators all from April 5-6, 2022, under one roof. The VM and Display Show is the longest running exhibition for the industry.Whether you are a retailer, designer, in the leisure and entertainment industry or in ...

Thumbnail-Photo: Product information management systems in furniture retailing...
27.09.2021   #online trading #e-commerce

Product information management systems in furniture retailing

Why investing in the quality of product information is worthwhile

“The wooden table with a square table top and four table legs.” Customers as well as furniture retailers and manufacturers know that it is not that simple. But it is precisely this specific product information that is important for all ...

Thumbnail-Photo: Future Stores 2022 – The Event for In-Store Retail Executives...
11.10.2021   #brick and mortar retail #retail

Future Stores 2022 – The Event for In-Store Retail Executives

31.01.2022 | Online

Retail. Reimagined.In an effort to give you a more robust virtual event experience, we have decided to postpone the Future Stores Virtual Event that was scheduled for October 19 until January 31, 2022.2021 has been a year of maintenance, adjusting ...

Thumbnail-Photo: nordstil Winter 2022 – Order platform for a wide range of consumer...
27.09.2021   #brick and mortar retail #retail

nordstil Winter 2022 – Order platform for a wide range of consumer goods

15.01. - 17.01.2022 | Hamburg Messe

The trade fair Nordstil Hamburg is the order fair (Regional Order Days Hamburg) for Northern Germany and Scandinavia and presents the trendiest products of the consumer goods industry on January 15 - 17, 2022. Nordstil Messe Hamburg offers clearly ...

Thumbnail-Photo: DMWF Global 2022 – Digital Marketing World Forum...
12.10.2021   #retail #digitization

DMWF Global 2022 – Digital Marketing World Forum

23.06.-24.06.2022 | London

#DMWF Global 2022 – With a 12+ year history of bringing together the worldwide digital marketing community to tackle the challenges that the digital future presents. From June 23-24, 2022 – Delivering 2 days of online top-level strategic ...

Thumbnail-Photo: Smart Retail Tech 2022 – Create the Perfect Customer Journey...
12.10.2021   #brick and mortar retail #retail

Smart Retail Tech 2022 – Create the Perfect Customer Journey

02.03.-03.03.2022 | London

Bringing digital innovation to the retail sector.CREATE THE PERFECT CUSTOMER JOURNEYWelcome to Smart Retail TechThe only place to discover the latest technologies that will enable you to attract, inspire and retain your customers in the age of ...

Thumbnail-Photo: WRC 2022 – World Retail Congress
28.09.2021   #online trading #e-commerce

WRC 2022 – World Retail Congress

05.04. - 07.04.2022 | Rome Cavalieri Hotel, Italy

The World Retail Congress on 05.04.-07.04.2022 brings together the leaders of today’s global retail industry – from multi-national powerhouses to game-changing start-ups and disruptors. They are united in their focus on understanding and ...


Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Citizen Systems Europe GmbH
Citizen Systems Europe GmbH
Otto-Hirsch-Brücken 17
70329 Stuttgart