Press release

Brussels, February 2009 – TOSHIBA TEC Europe, the retail automation specialists, teamed up with Dutch system integrator Extendas to deliver the first Electronic Shelf Label (ESL) solution at Shell‟s flagship convenience store in The Netherlands.

Extendas received the prestigious 2008 Retail ICT Award in The Netherlands for this innovative store concept.

Electronic Shelf Labels automate the traditionally manual process of changing prices in retail stores, and electronically displays price information on store shelves.

The solution – developed by Pricer from Sweden - is platform-independent and works as a two-way communication channel as it feeds prices to the shelf and back again. The latest price updates from Shell‟s convenience store back-office is sent to each ESL, which in turn acknowledges the information update through a wireless infrared (IR) link.

The TOSHIBA TEC system claims to be the fastest in the world, with the ability to make 50,000 price changes in an hour, or 1,500 changes in two minutes.

Clemens Van Hulten, manager of Shell‟s „Lucht-West‟ petrol station situated on the A2 motorway: “Our customers are keen on special promotions when they stop by for a top up.

“Our database saves the history of special promo actions for each sales item. Hence, we know exactly what our customers want and when they buy.

The ESL solution allows for flexible pricing during the 24/7 operation at the Shell convenience store.

Clemens van Hulten: “We set our prices according to the time of the day/night as well as the sales ranking and availability in the store of each sales item. TOSHIBA TEC‟s ESL solution is a perfect fit – and we keep our margins up!”

Gerard Pruijn, Director TOSHIBA TEC The Netherlands: “Electronic Shelf Labels encourage retailers to remodel and expand their stores, drive up shopping convenience factors and improve their ranges, customer service and quality of offering. It is a real winner.”

Amersfoort · Brussels · Dublin · Hemel Hempstead
Krefeld · Lisbon · Madrid · Milano · Paris (Arcueil)
Vienna · Warsaw

About TOSHIBA TEC

TOSHIBA TEC is engaged in digital product business of the TOSHIBA group. Expanding its operation for the whole of the world, the range of products is formed by POS ( Point of Sales ) systems for retail industry, in particular keeping the top market share in Japan, Barcode printing and RFID ( Radio Frequency Identification ) system for manufacturing, logistic and retail industry, and MFP ( Multi-function Peripheral ) for the office use. TOSHIBA TEC keeps creating products at any time for efficient business processes and innovated new value with customers in mind

About Pricer

Pricer is the world leader in Electronic Shelf Label (ESL), communicating price and store information at the shelf edge. Pricer provides the retail industry with electronic price and information systems that significantly increase consumer benefit while optimizing operational efficiency and profitability.

Pricer offers solutions for more efficient and secure price information through electronic information systems. Offering the most complete ESL solution Pricer has over 4,000 installations across in more than 30 countries, with more than 55 million ESL delivered.

www.pricer.com

Contact

TOSHIBA TEC Corporation
Toshihiko Minato, Marketing & Solution Div. General Manager
bcs_webmaster@toshibatec.co.jp
+81-(0)3-6422-7822