Bilka

Country: Denmark
Business: Grocery retail
Number of stores: 17 integrated
Number of ESLs per store: > 30,000
Departments equipped: packaged & industrial refrigerated goods

Bilka

Dansk supermarket group

Context
Dansk Supermarked group operates a total of 1,345 stores in 4 countries, including 17 hypermarkets under Bilka name. After assessing and comparing several competitive systems, in 2010 the Group decided to roll out the SES-imagotag solution in 85 fotex supermarkets; the decision to equip Bilka hypermarkets was taken the following year.

“The Group was looking for upgradeable technology and also for a solution to minimize the cost of ownership.”
Ole Konnerup, Managing Director of Wincor Nixdorf Denmark

Requirements
To match the Group’s requirements and particularly those of the hypermarket chain, the selected solution needed to handle a high volume of transmissions, due to the management data displayed on the labels. The LCD screen needed to display five different areas in order to optimize promotional offers, and the mounting system had to be compatible with very different types of furniture and shelves. The entire system, fully customized, needed to remain within a very competitive cost of ownership.

Why SES-imagotag?
The SES-imagotag system demonstrated its reliability and simplicity of use on a daily basis. It was also able to accommodate various customization requests from føtex and Bilka stores. Finally, the solution came with a particularly low cost of ownership.

Implementation
The roll out program was managed by Wincor Nixdorf teams in Denmark, an SES preferred partner. The installed solution enabled Bilka hypermarkets to combine segment and graphic display technologies on a common infrastructure, within the same store.

Outcome
Electronic shelf labels enabled the Bilka network to be far more reactive in its price changes. It was able to implement a fully customized system, with a compelling ROI, due to its reduced cost of ownership.

“The flexibility of the SES-imagotag solution has allowed us to extend it easily to all our stores.”
Jacob Krogh Andersen, Bilka Project Leader

Outlook
Bilka could decide to add graphic labels to the equipment in its stores. The Group may also consider the opportunity for electronic labeling in other countries.

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