Dagli`Brugsen in Tirstrup, Denmark, uses Delfi`s Breece System with

Dagli’Brugsen in Tirstrup, Denmark, uses Delfi’s Breece System
with ZBD’s fully graphic electronic shelf labels.
Dagli’Brugsen i Tirstrup
Dagli’Brugsen in Tirstrup covers a
store area of 1000 m2 and employs
25 staff members.
“We have already saved 15 hours per week with the new
solution, and expect to save an additional 10 hours.”
The store uses Delfi’s solution with
Breece System and ZBD’s fully
graphic electronic shelf labels.
Claus Lundberg
Grocer, Dagli’Brugsen in Tirstrup, Denmark.
Dagli’Brugsen’s solution
Dagli’Brugsen in Tirstrup has a solution with more than 7.000 fully
graphic electronic shelf labels of the
model epop50 and epop300.
The fully graphic solution has been
delivered to the store together with
Coop IT-Support.
Coop Danmark A/S has chosen to
recommend Delfi’s Breece System
with ZBD’s fully graphic electronic
shelf labels to the store in Denmark.
It is a fully graphic solution which
means that it is possible to display
all information about a product on
the electronic shelf labels.
Dagli’Brugsen is a convenience store chain with 379 stores throughout Denmark and is part of Coop Denmark
A/S, one of the largest retail companies in Denmark. The largest Dagli’Brugsen store is located in Tirstrup,
15 km north of Ebeltoft in Denmark. The store is located on a busy main road and is passed by around 6000
cars every day. Because eighty per cent of the store’s custom is generated by customers driving across
town, the store manager, Claus Lundberg, was keen to build customer loyalty by offering excellent customer
service and a well stocked store to keep customers coming back to his store time after time.
A new solution that has resulted in better store management and more effective promotions
When the Dagli’Brugsen Tirstrup store started looking for an alternative to paper labels, there were several
objectives: the new solution needed to streamline store operations as well as improve the customers’
experience in store; in addition, it was also important to speed up the implementation of promotions and
reduce the amount of time spent by store staff executing price changes.
The store’s management team visited Coop Denmark’s Kvickly store in Jyllinge which had already implemented
Breece System and ZBD’s fully graphic electronic shelf labels. Following the visit, store management was
convinced that the solution would offer the most value and the greatest return on investment and it was
selected for Dagli’Brugsen Tirstrup.
Claus Lundberg, Grocer at Dagli’Brugsen Tirstrup explains the reasons for selecting the new solution:
Coop Danmark A/S
Coop Danmark A/S is one of the
largest retail companies in Denmark.
”Many competitive stores choose to invest in electronic shelf labels to streamline store operations, and to
ensure that the price on the shelf label and the price shown at check-out match 100 %. We wanted to be just
as effective, especially for our customers, to provide correct prices and a reduction in the time they spend
at the checkout. And we also wanted to make sure that our staff were satisfied that they had a modern and
efficient work environment.”
Today, Coop operates the supermarket chains; Kvickly, SuperBrugsen,
Dagli’Brugsen, coop.dk and the subsidiaries; Fakta A/S and Irma A/S.
Coop is owned by FDB and together
with the independent consumer
cooperatives, Coop has an annual
turnover of approx. 50 billion DKK
and 35.000 employees.
The store has seen a number of benefits and anticipates more savings with the continued use of the new
solution. There has already been a significant reduction in manual labour associated with pricing and product
changes within the store. Previously, store staff spent over fifteen hours every week handling paper labels
– printing them and placing them in store, as well as dealing with customer complaints arising as a result of
price errors at the checkout. This has now been cut considerably as Claus explains:
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”We have already saved 15 hours per week with the new solution and we expect to save an additional 10
hours. Switching over a thousand paper labels a week is hard work, but with our new solution with fully
graphic electronic shelf labels, our employees now handle pricing and product changes quicker and more
easily. Now they can focus on more promotional work and this has increased their motivation significantly.”
Breece System
With Breece System, stores can
eliminate pricing errors and reduce
times spent at checkouts, because
there will be 100% accuracy and
consistency between price indication
on the electronic shelf labels and the
checkout.
It is possible to display everything
from product text and images to
barcodes and logos on the electronic
shelf labels.
All the electronic shelf labels can be
updated at the same time without
affecting existing IT systems in the
shop.
Breece System provides retail
chains with competitive advantages
and enables multiple daily updates
on pricing and product information.
To implement the solution in the store, an IT consultant from Coop visited the store. Because of the simplicity
of the solution, he only spent one hour introducing the solution to store staff who quickly felt confident with
the solution, and were able to implement it in the store by themselves.
Claus Lundberg explains the benefits the store has achieved with Breece System:
“There are many advantages in using Breece System in our store. With almost nine thousand products in
store, we used to spend a lot of time updating paper labels, but this is no longer the case. Meanwhile, many
of the products were exposed in different areas of the store so we had to do pricing carefully. The new solution with fully graphic electronic shelf labels makes our work much easier. Prices and product information are
always 100% correct because the information comes directly from our store system Boks2. Breece System
ensures that the customer always gets the product at the right price, regardless of where the product is
placed in the store, and this creates a sense of trust that benefits both customers and employees and our
staff are more confident when they work. In addition, there were often occasions where the price displayed
at the shelf didn’t match the price displayed at the checkout. The new solution makes everything so much
easier.”
It is a centralized solution that
allows the option of implementing
central updates at chain level with
every store involved. But at the
same time, it is also possible for
each store to make its own updates.
The solution can be implemented in
a store while it maintains its daily
operations and serves its customers.
Read more about the solution at
www.breecesystem.com.
The technology
Breece System uses electronic shelf
labels (epops) and Bounce Communicator from ZBD Displays Ltd.
The combination of hardware from
ZBD Displays Ltd. and the software
modules, developed by Delfi Technologies A/S ensures that the solution integrates seamlessly with existing retail systems and provides a
solution modelled precisely for customer requirements.
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Norway
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+45 70 222 555
+46 8 742 20 55
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An investment that creates new opportunities
Dagli’Brugsen receives campaigns and offers from the central level at Coop but they also have the opportunity to launch their own campaigns. Because of Breece System, Dagli’Brugsen Tirstrup has increased their
own campaign’s share by 4 %. In future, the store will be able to increase the volume of campaigns and
attractive offers they run because the process is automated with Breece System and prices and product
information are updated in Box2.
The new solution has been well received by staff as well as store management as Laura Sørensen, the
Deputy Manager at the Dagli’Brugsen store, explains:
“Compared to paper labels, it is incredibly easy to work with the new fully graphic electronic shelf labels.
With paper labels, we often had problems with the prices on the shelf labels and the price at checkout, because they did not match. These discrepancies resulted in unhappy customers and more manual work for
us. With the new solution, we can be 100% certain that the prices are correct and match. The hours we save
every week not having to print, locate and change prices, we now spend on promotions, making sure the
store looks perfect and ensuring that the shelves are fully stocked.”