If a store opening or transformation is imminent, the decision to use ESL is quick and logical: they're practical, quick to update and the customer sees what he needs to see. But aren't things that simple?
What about ESL fixtures? How many are needed for the store concept? Which ones are needed for the ESLs used? Do shelving systems influence the possibilities?
If you can't immediately answer these questions, you don't have to feel helpless, because that's how many people feel, as Ingolf Schulten knows from experience. Product Manager at Meto, a pioneer in ESL editing solutions, he has been implementing projects in this field for many years. In this interview, he explains what to consider, what mistakes to avoid and why editing shouldn't be seen as a mere necessity.
Translated with DeepL.com (free version)
This is a no-brainer, of course, which is why some people underestimate the problems it can cause if you haven't really thought through and planned ESL bindings in advance. However, I have to say that it can be difficult for retailers to work out for themselves what fixings they need and how many. There are many elements to consider in a remodeling process. It's difficult to know how many different items or types of shelving are coming into the store, and to draw conclusions about fixings from this. That's why proactive advice is part of our service at Meto. We don't just sell ESL fasteners, we also advise on the quantities and types of fasteners required. To this end, we work with the four largest ESL suppliers - Hanshow, Pricer, Solum and the Vusion Group, among others - to ensure that we always have the right product in our range. We are currently the largest supplier in this field, even when it comes to manufacturer-independent solutions. We also have our own design and development unit, equipped with a 3D printer, which enables us to produce individual components and coordinate them with customers. We need them more often than you might think. When we take inventory, we regularly come across special features and requirements.
Although the term “ESL fixture” suggests it, it doesn't do justice to their potential. Bindings” can be much more than that. On the one hand, they can be a marketing tool, promoting sales by, for example, presenting colorful SnapOn frames that highlight products and signal certain things. For example, a green color can highlight vegetarian or vegan foods, or a red color can indicate discounts. Or, as with classic stop-rays, the brackets can protrude into the aisle to draw attention to a product. The aim is to guide customers in a targeted way, to offer them a better shopping experience and, consequently, to optimize sales.
On the other hand, our mounting solutions also offer space for additional information. This is not only useful for marketing, but also for legally compliant labeling. This could, for example, include additional information such as proof of origin for meat offered at the service counter. ASPs are reaching their limits in terms of the space available for information.
Here too, we can advise you on equipping ESL solutions, both for sales promotion and for legally compliant labeling and identification. This is one of our core competencies.
Mr. Schulten, thank you very much for all this information!The next conversion should pose no problems, at least as far as ESL mounts are concerned.
Would you like to know more about the use of electronic shelf labels?
Talk to our expert Ingolf Schulten.
