Interview with Mr Van Eycken, Spar Manager

- What made you decide on equipping your store with ESLs? We transferred to this location from a smaller store in 2005, increasing from 300 m² to 800 m². It was the opportunity to look into the different types of new technologies available when setting up this new store. For me, paper labels were totally obsolete and I decided that the solution would be an electronic labeling system that I had already seen in operation. I also wanted to ensure integrity between the price displayed in the aisles and the cash register. - You've been equipped since early 2005, has the ESL changed within your organization? We've been able to do away with all problems related to price changes. Before, for example, price changes had to be planned. Teams had to be mobilized for the operation and we had to raise their awareness as to the quality of the installation operation. Now everything is automated and we have hardly anything to do. - In your opinion, what are the system's main advantages? Oh, there are quite a few! But if I had to pick just a few, I'd say: rapid price changing, total system reliability and ease of use. In fact, this once tedious, ungratifying and error-prone task is now fully automated. This saves the staff time, allowing them to ensure that the aisles are well managed and provide better customer service. It also gives the staff a better working environment. - What does your store staff think of the ESL? That's simple! For them, returning to paper labels is out of the question! - What do you and your customers think about the ESL's legibility? The electronic labels were very well received amongst both the staff and our customers. They are highly legible and the information is clear and well separated. Moreover, the new generation of SES labels is even more legible than its predecessor. The customers have absolutely no complaints. - What are your thoughts about the labels' mounting system? That's a key point! The SES locking system is perfect. The labels are locked in place. This has numerous advantages, for example when a facing is locked it's easier to identify stock outs. Also, it was easy for anybody to simply remove or move the paper label. Result: no prices right in front of the product. And as everybody knows, a product without a price tag doesn't sell! It is an indirect way to increase sales and profit, which contributes to the return on investment. - Are you able to quantify this return on investment? No, I haven't calculated or quantified it as it is really pretty obvious! The quality of the display, price integrity, customer satisfaction, and free time for store employees are criteria that justify the investment. Not forgetting that the shelf facings are more legible, there are no more worries for setting-up, and much fewer stock outs… All these points make the investment unavoidable. - Has the ESL changed your customers' image of the store? Yes, of course. Electronic labels allow us to benefit from a certain image of modernization, an image of quality. It also demonstrates that we acknowledge our customers' concerns about pricing errors in the store. Their confidence is now secured, which is a major factor in building customer loyalty. From this point of view it is a recognizable asset. - In your opinion, what are the strong points of the SES? We've already touched on this, rapidity, ease of use, reliability, timesavings, the label's locking system, and the image of modernization. To these points I would also add the quality and solid design of the system and labels. SES labels are very robust and are thus perfectly adapted to "aggressive" environments. - Some say that if you try the ESL, you'll never go back… what do you think? Well, that's obvious! Just imagine if you removed the scanners from the check out desks. That would be unimaginable! For the ESL it's pretty much the same thing, the same revolution. - What would you tell your colleagues about the ESL? Go for it! The ESL is a wise investment. Would anybody today say that the Internet is a waste of time? It's the same thing for electronic labels. During periods of economic crisis and prices wars, it's an indispensable tool to optimize the profitability of a sales point.