Printed price tickets face e-tag takeover: Samsung

Printed price tickets on supermarket shelves will be wiped out in two years by electronic screens that update in real time and offer other fancy features, claims Samsung’s overseas sales chief Jongmin Bae.

Label tag makers are set to face stiff competition from new small on-shelf LCD screens, with major Australian retailers now running pilot programmes – but can there really be a tag more powerful than the bright yellow Specials ticket?

Bae, president of overseas sales for Samsung’s Electro-Mechanics (Semco) division, thinks so. “Of course,” he says. “Within three years you will see our electronic tags everywhere – you have my 100 per cent money-back guarantee.”

Semco’s Electronic Shelf Labels (ESLs) promise to save retailers time and money by scrapping the need to print, distribute and change paper price tickets. It estimates the market for ESLs to reach US$520m this year, hitting US$1.9bn by 2017.

Bae says as many as 60,000 different prices can be changed within an hour using the wireless system, freeing up staff time and saving on labour costs. A central server sends information about each product to the gateway which transmits this data simultaneously to thousands of other tags.

There could also be benefits for bricks-and-mortar stores struggling to keep up with online retailers, which can adapt their prices fluidly, says Bae. ESL technology, he says, allows retailers to wirelessly update content on shelving signage and keep up with the internet sharks.

He says, “It is important for retailers to realise how important a dynamic pricing system can be. The major retailers here in Australia are not using electronic systems – yet. Within two years, many will be using this system and we expect to see very attractive ROIs for these customers.”

Samsung is bringing its considerable mobile know-how to bear with extra options for the electronic tags. The more sophisticated ESLs available allow shoppers to look up information about the products with their smartphones – such as country of origin, allergen details, dietary requirements and serving suggestions.

Can’t find the tinned spaghetti? The NFC system can help shoppers track down items on the shelf, and an in-app purchase system even lets you pay on the spot.

Bae says, “Samsung’s ESL technology offers a customised design for our customers and their specific requirements, supporting Australian retailers by delivering innovative solutions, whilst also offering flexibility.

“We are expanding our global market dominance and we’re fully committed to pioneering an Australian market.”

Samsung has been stirring up interest and sales at Melbourne’s The Customer show, a trade event for retailers.

 

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