[Electronic Shelf labels - a potential future or continuous failure in UK supermarkets]

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Literature Review

Predictions of Electronic Shelf Labels (ESL)

Why aren't electronic shelf labels used in more stores in the UK? For more than two years we've been showing retailers how our NetTickIT software not only enables the printing of offers in-store but can also send the same information to electronic shelf labels. Retailers have seen for themselves how the electronic shelf labels supplied to us by ZBD and Pricer all update their prices via a touch of a button. After seeing this for themselves almost every retailer that we've shown them to were keen to know more about electronic shelf labels. (Chain Store Age, 2009: 134-138) In spite of this high level of interest and several retail trials electronic shelf labels are much rarer in the UK than many other countries including France, Sweden, Turkey, Poland and Germany. Some retailers say they are not yet using electronic shelf labels because of the costs of installing and maintaining them. Others are concerned about ROI. Electronic shelf labels will take off in UK when retailers identify very specific needs. We think that they will be around certain types of promotions where we can see some significant benefits. Once electronic shelf labels justify the investment they will take off quickly across the UK. My prediction is that most major retailers will be deploying them, or planning to, within the next 12 months.

ZBD, the epaper for retail specialist, today launches the epop 50 - its smallest shelf edge display yet. The new compact epop 50 (electronic point of purchase) label provides retailers with a cost-effective and environmentally-friendly alternative to paper tags traditionally used within a retail environment that are a drain on both cost and manpower. (Agnese, 2009: 365-371)

The epop 50 combines a high-definition zero-power, bistable LCD display with a small communications device located in the back office that can wirelessly update individual displays, a shop floor or an entire retail estate at the touch of a button. Crisp, clean white screens enable fully graphical content, empowering retailers with the ability to change product-related information - anywhere, any time.

ZBD's unique zero infrastructure requirements allow the solution to be installed in store on a same-day basis, guaranteeing a low total cost of ownership, and a huge advantage over first generation electronic shelf edge labels, which required metres of cabling and disruption to stores. Its multi-functionality means that ZBD's epaper solution can deliver a return on investment in under one year.

Commenting on the launch, Shaun Gray, CEO, said: “The addition of the epop 50 to our product range enables us to offer retailers a total store solution for the first time. Our solution is capable of equipping an entire store - from convenience through to hypermarket and department stores.” (Doherty, 2009: 4-16)

“Progressive retailers are looking to utilise our epaper solutions to assist in tackling the recessionary retail market with aggressive price and promotion strategies. As a result, ZBD has been particularly effective where retailers want to reduce ...