Case Study

A pioneer of electronical labeling in the gardening market

 
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1. The Customer

  • Location: France, French overseas departments, countries and territories, Spain, Belgium, Portugal
  • Business: garden centers and pet stores
  • Number of stores: 89 integrated stores and 127 franchised and affiliated stores
  • Number of employees: 5,000
  • 2011 sales: €811 million, including tax CA

 

2. Context

According to Bertrand Bourguignon, Operational Marketing Director, and David Bourgouin, store Manager in Basse- Goulaine (44), it is difficult to integrate the management of paper price labels into the day-to-day running of a Jardiland store: the need for dedicated resources and the frequency of pricing errors and customer complaints, etc. led the group to consult the leading suppliers of electronic labeling systems. 

We have optimized our price position and slashed the time spent on price display management by three-quarters. 

 David BOURGOUIN, Jardiland store manager, Basse-Goulaine (44)    


 

3. Specific Needs

By installing electronic labels, Jardiland originally set out to achieve three main goals:

  • have time for in-store staff
  • have tighter control over margins
  • be more innovative 
 

4. Why SES?

In garden centers, electronic labels must be adaptable to sales seasonality and to frequent promotional offers. sEs is able to meet these sector-specific requirements, and is therefore an appropriate and effective partner: the sEs solution was chosen for its reliability and ease of use. The Jardiland group was won over by the Easylock mounting system, which is the most efficient in the market and allows the label to be locked on to the rail, and by the reliability of the price transmission system, which uses a very low frequency radio signal. 

 

5. Outcome

  • 6 hours of work saved every week, by changing from a manual to an electronic price management system
  • Better control and management of profit margins
  • sales performance has improved, ensuring that precise
  • daily targets are met
  • Competitor price reports, which used to be difficult to
  • manage, are now established at least once a month
  • The number of customer complaints resulting from price
  • display errors has been divided by 10 
 

The SES solution has improved compliance with planograms: besides making sales shelves more attractive, the in-store staff is able to make sure that products stay in the right place on the shelf. 

 Bertrand BOURGUIGNON, Operational Marketing Director, Jardiland

 

The Jardiland group has therefore confirmed the benefits of investing in the SES solution: in-store staff have more time for customers, profits rise and the store’s image is reinforced. 

 

 

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