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To: waitwatchwander who wrote (879)	5/17/2002 5:29:49 PM
From: waitwatchwander	Read Replies (1) \| Respond to of 948

Electronic shelf labels have arrived in Finland. PRESS RELEASE 04.03.2002 For the first time in Finland, stores are starting to employ the advantages of Electronic Shelf Labels (ESL). The ESL system revolutionizes the way of displaying prices to the customers: no longer the customers have to wonder why the price labels and the cash registers have different prices. No longer the storekeeper has to quess the way the customers move in the store, sales numbers or stock situation while moving in the store. Electronic shelf labels also enable the store to dynamically price products: it is possible to react to the competitors' pricing instantly, thus having significant effect in customer flow. For example stores in Europe have already started to apply so called 'happy hours' on product pricing. This way pricing can be optimized based on day, time, customer segment, stock situation or product specific last sales date. The system includes a mobile hand held terminal which makes it not only possible to maintain the system's labels while moving in the store, but also to check the stock situation, changing of product prices and many other features. In very near future the ESL system enables cart location tracking, targeted marketing- and customer applications and a number of new ways to apply campaigns for regular customers as well as integration to various kinds of price optimization softwares. The ESL system is designed to be applied in store chains, that have centralized cash registers and pricing. The ESL system's communication is based on infrared transmissions using which, the prices will be updated to thousands of labels around the store in real time, without manual work phases. The information is transferred to the labels via infrared transceiver domes installed in the store's ceiling. The domes cover the store completely, creating an infrared network. The data transmission is bidirectional: the transceivers always receive confirmation from the labels whenever transmissions are made. The price labels consist of a multi-screen LCD display, red LED light and an area for attaching a product information sticker. The sticker is printed at time a new label is installed and it contains information regarding the product and a barcode. The label has ways to attract the customers' attention: they can blink or change their screens or blink a bright red LED light in the labels' corner. These effects can be used widely on promotions or campaigns to attract attention to certain products. The infrared transceivers resemble dome cameras and have also proven to lower theft rates significantly, as they are installed in several places around the store. The ESL system is called AdvanTAG and is manufactured by Eldat Communication Ltd. from Israel. The ESL is imported by TechnoSmart Oy which operates in the city of Tampere in Finland. To date, over 3 million ESLs have been installed around the world in hundreds of stores in Europe and Japan. Here are pictures from an ESL installation, Valintatalo Plus in the city of Kouvola. technosmart.fi More information: TechnoSmart Oy Jouni Mäkipää Managing director Telephone: +358 40 820 3799 e-Mail: sales@technosmart.fi Web site: www.technosmart.fi