Brussels, November 2008 – 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.”

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

About TOSHIBA TEC Europe

TOSHIBA TEC Europe (TERIS) manages product planning, marketing, sales, service support and distribution of point of sale systems, cash registers, scales, barcode printers, peripherals and software information systems throughout Europe, the Middle East and Africa. As a total solution provider, TOSHIBA TEC Europe offers a complete package from consulting and system design to system installation, operation and maintenance.
Headquartered in Brussels, Belgium TERIS has three divisions: the Retail division; the Auto ID division and the Services division.
TOSHIBA TEC is an independent operating company of Toshiba Corporation, the seventh largest electronics/electrical equipment company and the world's 91st largest company in terms of sales. Ranked by Fortune magazine as the eighth Most Admired Electronics Company in the World, Toshiba Corporation is a world leader in high technology products with more than 300 major subsidiaries and affiliates worldwide. Fiscal year revenue in 2007 was approximately $76.6 billion.
For more information on TOSHIBA TEC point of sale systems, cash registers, scales, barcode printers, peripherals and software information systems, or for a dealer in your area, call +44 (0)870 890 7200 or visit the TERIS web site at www.toshibatec-eu.co.uk.

For media enquiries please contact:

TOSHIBA TEC Europe Retail Information Systems - UK Operations
Contact: Becky Viccars
Campus 300, Spring Way
Maylands Avenue
Hemel Hempstead, Herts HP2 7GG
United Kingdom
Tel: 0870 890 7200
Fax: 0870 890 7350
E- mail: marketing@toshibatec-eu.co.uk.

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