Extra Shop rolls out smart electronic labeling in its stores

To support its digital transformation and roll out the ESL (Electronic Smart Labeling) solution, the Extra Shop retail chain called on Proximus NXT, a partner capable of going beyond simple technology thanks to its holistic approach. Proximus NXT works closely with Extra Shop to offer tailored solutions and create lasting value, while guaranteeing expertise in all areas of IT.

Accurate pricing and greater agility

"Updating prices on a daily basis was was taking us a long time," recalls Sylvie Nickels, District Manager at Extra Shop. "Armed with a list of all the price changes made during the night, one person would cut out the new labels, find out where to place them on the shelf and replace them manually. This time-consuming task also involved a significant risk of error."

Satisfied customers and time savings

"Electronic labels are more modern and up to date," says Sylvie. "The prices are clear, easy to read and, above all, correct. At the checkout, they match what's on the labels, which is good for the store's image and customer satisfaction."

Sylvie Nickels, District Manager, Extra Shop

Far from being reluctant, the store teams were delighted with the arrival of electronic labels. "The switch to electronic labels makes our day-to-day work easier. The scan is very practical, and we change our labels with exemplary speed. For the stores, it's a real gift," says Sylvie. "It's entirely positive. We no longer need to check prices in the morning: everything is done automatically. What a time-saver! " adds Laetitia Greco, Store Manager at the Tubize Extra Shop.

Margin optimization and marketing support

The implementation of the ESL system is much more than just a technical installation: it represents a genuine transformation. "The label affects several processes, including pricing, merchandising, and ERP (Enterprise Resource Planning) – an integrated management software system that centralizes and automates a company's operational processes. In particular, it links the pricing system and the checkout," explains Laurent. "As a result, this project has enabled us to redefine roles within the company and adjust the purchasing manager's overall pricing policy. "

Like many players in the retail sector, Extra Shop's main aim is to ensure more reliable and consistent price management. Previously, cost trends could make updates a complex process that could be slow to implement in stores. Thanks to automation, prices are now adjusted instantly and centrally, ensuring clear, up-to-date information for the consumer.

The ESL system also supports marketing actions by simplifying the launch of targeted promotions. "Although we haven't yet exploited this feature to the full, electronic labels offer the possibility of creating very precise offers. We could, for example, offer temporary promotions on certain seasonal items, to clearly ensure the right price at the right time," explains Laurent.

As the discussion progressed, the session moved beyond the purely technical aspect. "What was supposed to be a discussion of points to be optimized became a moment of listening and co-construction. Everyone brought their own perspective to the table, and we quickly reached a common understanding of the issues at stake. The Proximus NXT teams proved to be particularly attentive and committed," Laurent emphasizes.

Laurent Vanden Brande, Head of Supply Chain & IT, Extra Shop

Sharing knowledge and skills

"Proximus NXT is a true partner that creates added value through its business expertise. It adds value not just in terms of technical expertise, but also in post-installation support. Proximus NXT helps us to keep our finger on the pulse of the market, to learn what technology can do for us," explains Laurent. "Our advice and the various technologies we offer help them strengthen their market position," says Philippe.

When Extra Shop changed the layout of its labels, Proximus NXT experts helped the chain's IT and marketing teams to think things through. "Proximus NXT is able to provide us with the resources we need when we need them. Together, we're able to manage a 360-degree view of IT," explains Laurent. "We talk in terms of sharing skills and knowledge."

The introduction of electronic labels also necessitated an in-depth modernization of Extra Shop's network infrastructure. Proximus NXT therefore enhanced the ESL project with an SD-WAN component, a network architecture that centralizes traffic management, optimizes real-time routing, and boosts resilience through the combined use of multiple links. This approach ensures stable, secure connectivity that's perfectly sized for stores' future digital needs.

Ensuring return on investment

Although the project has already provided numerous benefits, it doesn't stop there. "As the investment involved is substantial, we want to make the most of it," says Laurent. The next step is to inject a third label format in order to present seasonal products differently. In the near future, Extra Shop would also like to make use of the management information generated by the labels, such as stock levels, product rotation or expiration dates. "This information is very useful for our Store Managers, but we still need to develop this step further with Proximus NXT," he concludes.

This project illustrates how a sound strategic partnership can transform technological challenges into real growth drivers for the retail sector.

What role does information technology play for Extra Shop?

Extra Shop is speeding up its digitization in order to stay competitive. With the technical support of Proximus NXT, the chain has equipped its 47 stores with electronic price labels (ESL) to guarantee reliable price information and increase agility. This technology lightens the load on teams, streamlines operations, and boosts the effectiveness of marketing actions. The result is clear: better-performing stores and better-served customers.

How has Proximus NXT contributed to its digital development?

Proximus NXT positions itself as a real end-to-end strategic partner. In addition to the technical installation, the IT player organized a workshop to better understand future needs and support cultural change, and modernized the network infrastructure (SD-WAN).

How does Extra Shop describe its collaboration with Proximus NXT?

Extra Shop describes the collaboration as a real partnership that creates added value. The company stresses Proximus NXT's ability to listen, its empathy and its business expertise. Laurent Vanden Brande, Head of Supply Chain & IT at Extra Shop, talks in terms of sharing skills and knowledge so as to manage a 360-degree view of the IT side of things and to keep abreast of technological developments in the market.