St. Joris Winge supermarket chooses Joya from Datalogic to differentiate itself from the competitors and increase consumer purchases. Red Market is a Delhaize low cost supermarket that has adopted a self-shopping solution for use within it’s stores. The latest store was opened last September 15th in St. Joris Winge (Belgium). Choosing once again Shopevolution for customer satisfaction, Delhaize Group has strengthened its successful partnership with Datalogic Mobile. A collaboration that began in January 2009: a year and a half after the first store opening; making this the 4th Red Market store that now uses Shopevolution and the 3rd one using the new Joya terminal. This decision not only confirms the desire to offer a modern and efficient shopping service, but also offers a winning, strategic tool for the retailer, a new way to differentiate itself from competitors by increasing purchases, due to reduced time spent on queues, leaving more time for product selection. St. Joris Winge supermarket uses 168 Joya terminals, which provide the consumer with a pleasant and personalized shopping experience. Joya is an elegant and functional tool. Thanks to its ergonomic design and extreme ease of use, it is ideally suited for people who are less used to new technologies. With the JOYA/Shopevolution system, the customer simply scans the barcodes of the various products, viewing the price and number of purchased items on the colour screen, together with the total amount of his/her purchases. During this process, the selected items may be placed in bags and then directly into the trolley, so, once the customer reaches the checkout counter, he/she can simply give the Joya terminal to the cashier, who prints out a receipt, automatically, without having to put the goods on the conveyor. This marks yet another success for Shopevolution/Datalogic, solidifying its leadership in the self shopping arena, with more than 350 installments, including Italy (Coop, Conad, Auchan, Esselunga, Famila, Lombardini, Finiper and E.Leclerc Conad), France (Groupe Casino, ATAC, and Carrefour), and Belgium (Delhaize Group and Carrefour). This further demonstrates the importance of understanding the market and consumers, as well as a powerful trend toward innovation, for constant and ongoing growth.