ZBD Displays Ltd

Dagrofa selects ZBD’s electronic shelf labels for SuperBest stores in Denmark

Dagrofa, Denmark’s third largest grocery retailer, has selected ZBD’s epaper solution for its SuperBest store located at Østerfælled Torv in Copenhagen. The project has been undertaken by ZBD’s Danish partner, Delfi Technologies A/S, and Delfi’s strategic partner, IT Gruppen A/S, which handles the supply, installation and support of Breece System, Delfi’s software system.

Dagrofa, an umbrella organisation with several hundred stores, 50 of which are owned by Dagrofa directly, has implemented 10,000 epop 50 (electronic point of purchase) displays, ZBD’s smallest electronic shelf label, in addition to several hundred epop 300s, its mid-sized display. The store had previously been using paper labels to display product and pricing information but the high volume of weekly promotions had made paper labels impractical and too labour-intensive to maintain. The amount of time spent printing paper labels and fixing them in store had become unmanageable, leading them to research alternative shelf labelling options.

The project came about following dialogue with IT Gruppen and Delfi Technologies A/S with a subsidiary of Dagrofa, the Danish wholesaler SuperGros. Benn Jochumsen, IT project manager, SuperGros, said, “We had previously looked at segment displays, but we felt that it was the right time for us to look at next generation electronic shelf labelling, especially as the solution had become more cost-effective. The ZBD solution doesn’t require lots of IT infrastructure or a lot of cabling around our stores, and Delfi’s Breece system is a simple and easy piece of software that connects our product management system with the electronic shelf edge labels.”

Benn Jochumsen continues "Now that we have implemented ZBD’s labelling solution, our store staff no longer need to waste time updating paper labels manually when product prices change, or when we launch promotions. Staff now have more time to devote to sales and customer care, which has reduced the amount of time customers spend at the checkout, and ultimately helps to improve overall store performance. The solution eliminates pricing errors, and because we now have 100% accuracy between the shelf edge and the tills, our customers have confidence that prices on shelves are always correct. In addition, because the labels are fully graphical, we can now display text, logos and scannable barcodes.”

Commenting on the project, David Rogers, Sales & Marketing Director, ZBD said “What makes our solution stand out from others is the fact that it can be implemented quickly and easily, without interrupting store operations, which is always a huge benefit for retailers. The refurbished store looks fantastic and we hope that the success will lead to further projects with the Dagrofa group.”

The pilot store, located in Copenhagen, has been recently refurbished and reopened in October 2010. The installation is part of an agreement that will see Dagrofa evaluate ZBD’s solution in two stores, with further installations within other stores.

About ZBD:

ZBD is a leader in the design and supply of electronic shelf edge labels and associated software solutions for the global retail industry. The company has developed the next generation of LCD, creating high-contrast bistability that requires no battery power to retain its image. ZBD's range of epaper displays provides retailers with a total store solution and the ability to manage and update pricing, product and promotional information at point of purchase, dynamically.

Formed in 2000 out of QinetiQ, ZBD is a pioneering company with its own R & D, full IPR and scalable manufacturing processes that enable it to deliver an epaper solution with practical commercial advantages for retailers.

For further information on ZBD, visit

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ZBD Displays Ltd | Orchard Lea | Drift Road | Windsor | SL4 4RU | UK

About Dagrofa
Dagrofa A/S operates as a convenience goods retailer in Denmark. It offers a range of convenience goods to independent, as well as chain-based supermarkets, kiosks, convenience stores, and restaurants. The company is based in Broendby, Denmark. Dagrofa A/S operates as a subsidiary of Skandinavisk Tobakskompagni A/S.
About Delfi Technologies A/S
Delfi Technologies A/S is a well-established solution provider that has existed in the barcode business for more than 20 years. Delfi delivers solutions for retail/logistics/industry markets - within data capture, barcode equipment, Point of Sale equipment, and service and development of software to these business areas.

About IT Gruppen A/S
IT Gruppen is Scandinavia's largest supplier of value-added IT solutions to retailers and the leading provider of specialized IT solutions for the media industry. Additionally, IT Gruppen is a provider of mobile solutions for all industries in Scandinavia. Its 200 employees have great industry focus and the business is divided into sections in Holbaek, Skanderborg, Ballerup, Malmo and Stockholm. IT Gruppen is an independent subsidiary of EG A/S, and together, they constitute one of the largest Microsoft Dynamics NAV partners.