International case study: “Lenovo Smart Life” store
The technology behind esLabels plays a vital role in lenovo's 'smart' store strategy
“Lenovo Smart Life” in Beijing is the first store in Lenovo’s new retail IT revolution. The futuristic store utilises modern technologies to create an interactive environment, where customers can explore Lenovo’s range of ‘smart’ products. They are encouraged to scan QR codes to gain further information on the product, and share their experiences on their social networks.
From a retail operational point of view the store ‘smarts’ come from efficiency, and premium customer service. Sales staff are able to complete sales on the shop floor, offering the customer a range of payment and delivery options. They can check inventory in real time, of near-by stores and warehouse stock. The entire sales process is designed to ensure that you firstly entice the customer and secondly ensure the sale.
“The electronic price tag is a major feature of Lenovo's ‘smart’ stores.” Liu Jun, Executive Vice president and president of Lenovo Group.
Epaper electronic labels were installed in a range of sizes throughout the store. Each utilised a red/black/white screen, the red display highlighting offers and member discounts.
Why were electronic shelf labels so vital to the ‘smart’ store strategy?
- Synchronised online and offline pricing and promotions – something that was fundamental to the ‘smart’ store model.
- Product price and member discount price is displayed on each product, this is directly connected to the marketing database.
- Customers are encouraged to scan the QR codes on the ESLs for additional product information and experiences.
- Social sharing is encouraged via the ESLs.
- Real-time inventory for staff members, ensuring the sale is converted even if stock is not available in the store at that time.