Dixy launched a pilot project to equip its stores with electronic price tags

2023: Electronic price tag testing begins

The Dixy retail chain (part of the Magnit group of companies) has launched a pilot project to equip its stores with electronic price tags. The retail chain will assess the impact of the technology on customer service and staff efficiency. The company announced this on November 23, 2023.

Electronic price tags have been introduced in two Dixy stores - in Moscow in the Moscow City business center and in Lyubertsy near Moscow. By the end of the month, this solution will appear in another store on the network.

The electronic price tags that Dixy is testing are equipped with a color screen based on electronic ink (e-ink) technology, and provide additional functionality (for example, color LEDs, the ability to work with a large temperature range, etc.). Changing the battery in such price tags takes only once every five years, which increases the economic efficiency of their use. The cost of introducing electronic price tags also depends on the volume of procurement and the possibility of a complete transition to domestic equipment, which falls under the subsidy program.

The decision to further scale the project will be made based on the results of the pilot, the active phase of which will last at least six months. During the pilot, Dixie will analyze how the emergence of electronic price tags will affect store performance and customer satisfaction, as well as the payback of the new technology.

Until now, electronic price tags were quite expensive technology, which restrained their massive use in stores. But the situation is gradually changing, more and more solutions appear on the market, including from Russian developers. Therefore, we want to prepare in advance for the transition of the industry to electronic price tags, which seems very likely, and not in the most distant future. The technology looks promising, as it allows you to free store staff from routine actions to print and arrange paper price tags and switch employees to other important processes inside the store. And the ability to quickly update prices and introduce additional mechanics will allow us to improve service and increase customer loyalty, said Yuri Semenov, CEO of the Dixy chain.