ZBD and its Italian partner, Proxima Centauri Informatica, are accelerating the roll-out of their electronic shelf edge labeling solution to keep pace with demand from SISA, the Italian supermarket giant. Following successful pilot projects at stores in Bernareggio and Rovellasca, dozens of other SISA outlets in its 230-strong Nord Ovest region are lining up to go digital across their fresh food departments.
The pace of the changeover from paper to electronic shelf labeling means the company is now well on track towards its target of converting 50 stores during the first quarter of 2009. Up to 15 supermarkets have been chosen to receive the electronic point of purchase ("epop") displays before Christmas. In total, several thousand of ZBD's epop500 displays, together with epop Communicator devices and Bounce communications software, have been earmarked for the project and the total order could increase further still.
"SISA's company structure, which sees stores owned by individual store managers grouped within a cooperative company, is helping to drive the rapid uptake," said David Rogers, group sales and marketing director at ZBD. "Enthusiasm at the local level when managers see the performance and efficiency gains at neighboring stores, allied to the supporting vision of SISA's regional management, is producing a powerful momentum in this market."
"Implementing ZBD's epop solution has enabled us to be more responsive with our pricing," said Andrea Villani, sales manager for SISA Nord Ovest. "We can now introduce happy hour promotions in-store quickly and easily, reducing stock wastage."
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The solution has also been invaluable for displaying provenance information for fresh produce which is a legal requirement in Italy. "Failure to show this information at point of purchase can result in fines, which we can now avoid," Villani said. "We expect to see a quick return on our investment."
Claudio Vailati, Proxima Centauri Informatica commercial director, said SISA's lead is being watched with interest by other multiples and independents. "We believe what is happening here is just the beginning," he said.
