Implementation of Electronic Shelf Labels (ESLs) for Total Tools Group

This case study presents the successful implementation of Electronic Shelf Labels (ESLs) for Total Tools Group stores by Think Retail & Design, in collaboration with ESL provider Hanshow and Total Tools.  The project aimed to enhance store operation and improve customer experience through innovative technology adoption. Total Tools’ comprehensive rollout strategy emphasises Total Tools Group’s commitment to organisational efficiencies, their dedication to delivering excellence and being at the forefront of customer-centric retail experiences.

INTRODUCTION

Total Tools Group, a leading retailer for special tools and equipment, sought to improve store operations and enhance customer experience through the adoption of Electronic Shelf Labels (ESLs).  Partnering with Think Retail & Design and Hanshow, the company aimed to revolutionise pricing accuracy, streamline promotional activities, and enhance the overall shopping experience across its extensive network.  

PROJECT SCOPE AND OBJECTIVES:

The primary goal of the ESL implementation project was to replace traditional paper shelf labels with ESLs, thereby eliminating manual price updates and enhancing pricing accuracy across all Total Tools Group stores. Additionally, the project sought to optimise promotional activities and streamline product information updates to bolster operational efficiency and customer satisfaction.

IMPLEMENTATION STRATEGY:

Collaboratively, Think Retail & Design, Total Tools Group and Hanshow Australia devised a robust implementation strategy to seamlessly integrate ESLs across the extensive store network. This strategy included four key steps:

1.  ESL Selection: Hanshow ESLs were selected as they offered high visibility, durability, long battery life and easy integration with the Total Tools Group’s existing inventory management and POS systems.
2. Accessory Provision: To complement the ESLs, Think Retail & Design designed and developed a range of accessories, including flat and angled shelf strips, hang-clip strips, and custom-made injection moulded mounts to accommodate various product types and store layouts.
3. ESL Removal: To facilitate quick and efficient updates, Think Retail & Design designed an ESL removal tool, allowing staff to remove and replace labels effortlessly.
4. Promotion Cards: Think Retail & Design created promotional cards to attach to the ESLs, enabling easy communication of specials or new product launches.

ROLLOUT PROCESS OF ELECTRONIC SHELF LABELS

The rollout process was executed in three phases:

1. Pilot Phase: A pilot implementation was conducted in a proof-of-concept Total Tools store to assess the effectiveness of the ESL system and identify any areas for improvement.
2. Initial Store Implementation: Upon the completion of the successful pilot phase,  selected stores initiated the implementation of ESLs. Trained technicians installed the ESLs and the accompanying accessories, ensuring minimal disruption to the store’s daily operations.
3. Complete Store Implementation: The Total Tools rollout was completed earlier this year. Lessons learned from both the pilot phase and initial store implementation were taken into account, ensuring a seamless execution across all 120 stores.

CONCLUSION

The successful implementation of Electronic Shelf Labels (ESLs) for Total Tools Group exemplifies a collaborative effort driven by innovation and customer-centric values. Through strategic partnerships and a steadfast commitment to organisational efficiencies, the company has achieved remarkable milestones, including the integration of over 2.5 million ESLs and the digitisation of store operations. 

As the first retailer in Australia to achieve 100% ESL coverage, Total Tools Group sets a precedent for excellence in retail experiences, reaffirming its dedication to putting customers first and delivering unparalleled value across its store network.

Feedback on this ambitious project has been overwhelmingly positive, and the anticipated cost savings from the transition to ESLs will be an exciting development to monitor as they compare favourably to traditional pricing methods.

Want to learn more about ESLs and how they can change the way you do business? Click here.