US retailer The Bon-Ton has improved its in-store signage communications following the implementation of a Retail Enterprise Suite. The regional department store operates a promotional pricing strategy and relies on a signage system to communicate sale offerings to its customers. Because this has proven so effective, Bon-Ton has also now integrated a Retail Enterprise Suite into its sales strategy. Both products are supplied by Episys, a global information technology solutions and services company.
Nick Philippi, store manager of the Mayfair Boston Store in Milwaukee, Wisconsin, explains: “If the signs are not accurate or displayed incorrectly, we are losing an opportunity to do additional business. We have an obligation to our customers to provide them with accurate signage, which is a big task in the store. We know we can now rely upon the accuracy of the signage system; and therefore, we can focus our efforts on making sure that our associates are following the correct processes.”
In the US, retailers from state-to-state are faced with varying pricing/signage legislation, so it was important for Bon-Ton to ensure that its customers get a consistent price for items - both for equality, and to avoid fines imposed for incorrect signage.
The retailer has also been able to cut down on the time taken to post signage. Controlling apparel is critical, and being able to do it in less time whilst spending less money on a non-selling function benefits both retailer operations and their bottom line. The solution has also given Bon-Ton the ability to react quickly (if need be) to changes in prices, as employees can now go onto the signage system and create a new sign in a matter of minutes.
Published July 2011