Billa

Billa, the market leading full-range food retailer in Austria

Situation
Billa is the market leading full-range food retailer in Austria with more than 1000 branch stores. Billa stands for competence in food products for an affordable price. They started a marketing initiative to have the lowest price on the market for a selected range of products and installed SES-imagotag labels in all stores to realize the promotional campaign from an operational perspective.

Requirements
Billa promoted the “Bestpreis” and needed to react on every price change done by its competitors immediately to guarantee the lowest price for certain products on the market. The technology had to support the retailer in centralizing price changes, reducing the need for staff to do it manually.

Realization
The world’s biggest ESL rollout ever with over 1000 stores has been realized within an award-winning time of only four months. The fact that the rollout was completed by the customer’s internal IT service underlines the easy plug & play technology of SES-imagotag. The immediacy of ESL is imperative to Billa‘s ‚Bestpreisgarantie‘ promotion, as the price on up to 300 SKUs per branch can be changed at the touch of a button.

Future Outlook
The marketing initiative successfully ran until mid of 2015. Billa now is evaluating the full deployment of all Austrian stores with the market proofed SES-imagotag retail labels.