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NTU Management Review Vol. 34 No. 3 Dec. 2024

retailer, Super U Store, as claimed by one of the store managers (Julien Morize):

There are mainly three new features that we use in store. The management data,
before the morning, that allows us to see our stocks and all the internal data to
prepare the orders. Secondly, the LED flashes, we scan a product and the ESL

flashes. This can be useful for a new employee, for example, to find a product more
easily. And the third point is internet shopping. We have the same LED display on the
next three articles, this allows us to save time and increase productivity. (Hanshow
Technology Co., Ltd., 2022e).

Moreover, American retailers who have already adopted ESL in their stores also

acknowledge these features and benefits, as mentioned by Hanshow US Country Manager,
April Cao: “Now more American retailers have become aware of what electronic shelf
labels offer beyond price displaying, especially in alleviating rising operational cost”
(Hanshow Technology Co., Ltd., 2022f).

4.1.2 Information Density
The modernization stage leads to the digitization of product and price information,
dematerializing information from paper-based to electronic-based tags. ESL enables the

dematerialization of two pieces of information: price information from the physical (Paper)
into digital (ESL) and product information from the physical (Packaging) into digital
(ESL). Separating the information from the physical and virtual world is the most critical
driver of ESL digital transformation, putting that information into a digital world. Once
the information is placed in the virtual world, it is accessible to flow in real-time. Retailers

benefit from this process, since they can easily update the product and price information,
making store operations efficient. Moreover, customers can also have a more engaging
shopping experience by reading real-time information with fewer human defects.

4.1.3 Impacts
ESL can improve customer experiences by giving consumers access to current
prices and product information at this step. Real-time price and product information
can be displayed with the aid of ESL, fostering stronger bonds between customers and

retailers. Additionally, ESL can support shops in minimizing the pricing discrepancy

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