The electronic labeling system, developed by Sweden-based Pricer ESL, is operated using a transceiver which communicates with labels using infra-red transmitted via the ceiling of the stores. The automatic labeling machine (ALAM) prints the overlay from the database of the store, puts it onto the central ESL and then links the two. This enables stores to cut back on time consuming manual labeling, being able to change prices electronically.
Partner company Toshiba are responsible for sale, launch and supporting the implementation of the system in supermarkets.
"Toshiba's has been able to clearly demonstrate the superiority of our bi-directional ESL solution for the supermarket format, both in France as well as in other European markets. Presently we are participating in three other Toshiba pilots in Holland and Spain" said Charles Jackson VP sales and marketing.
Market leader Pricer ESL currently enjoys 65 per cent of the world ESL market. Pricer ESL already features in 15 Franprix stores, and in the 'second wave' Toshiba will be using the Pricer ALAM which they claim will streamline installation and avoid business disruptions.
Uptake of the Pricer ESL system is greatest in France and Japan, with increasing uptake in satellite countries Germany and Spain, Jackson told Food and Drink Europe.
Sweden based Pricer ESL was founded in 1991 and first appeared in supermarkets in 1993. The labeling system is used in large supermarket chains Franprix, Carrefour's and Metro in Germany.