Page 268 - 34-3

How ESL Devices Transform into Connected Label Solutions: A Perspective of Actor Interaction and
Information Rebundling

arrange their shopping lists and provide shopping recommendations in two channels by
maximizing showrooming and webrooming.

4.2.3 Impacts

As explained in the previous stage, ESL can provide retailers with more efficient
store management. The efficiency of store operations has been increased by offering best-
in-class in-store applications through a strategic partnership among ecosystem actors. ESL

enables collaborative innovations among different actors by sharing and integrating their
resources and skills to co-create and co-innovate novel ESL solutions, projecting ESL
as a connected labeling solution. As declared by Simon Jones, Chief Operation of Store
Intelligence,

That was the benefit of going with Vantiq for us. We could focus our resources on

what we do, not having to worry about how to build all of the other components that
need to be made for a client’s solution. (Vantiq Inc. and Jones, 2021)

Implementing a dynamic pricing strategy requires collaboration from different
actors. One of the examples from our data sources, Pricer, an ESL system integrator,
connected with digital service providers to provide a back-end service for dynamic pricing

calculations by integrating artificial intelligence and machine learning into the computing
process. For instance, they calculate dynamic pricing according to the expiration date for
time-sensitive products such as milk, meat, and seafood. ESL displays the updated product
price, varying depending on the expiration date, from the dynamic pricing strategy. ESL
can also help retailers launch promotions, making changing the product price easier

without spending many resources.
ESL also integrates with certain web and mobile platforms to enhance the customer
experience. Software solutions are as diverse, and some web or mobile applications can

provide a novel customer experience and better store management efficiencies. Value-
added features linked with different platforms can improve the customer experience.
ESL can turn the functionality of shelves, which display price and product information,
into a professional and interactive tool. Customers can get detailed product and price
information, shop, and pay directly from their smartphones.

Integrating online and offline can also provide a new strategy for retailers to

258