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Cotswold Outdoor owner deploys ESLs to boost customer experience and in-store efficiency

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O&CC, which owns brands including Cotswold Outdoor, Snow+Rock and Runners Need, plans to roll out Electronic Shelf Labels (ESLs) to improve efficiency in its stores, and free up time for store employees to focus on serving customers.

Outdoor and Cycle Concepts Ltd (O&CC) will work with technology company Pricer to introduce digital labels, in-store automation and communication to all 78 stores by the end of May 2024.

The cloud-based Pricer Plaza platform and customised ESLs were successfully piloted in the new Cotswold Outdoor store in Milton Keynes, and five more stores installed during Autumn 2023.

Pricer have developed a customised label to fit the needs of the clothing department, with individual ESLs on each garment

In addition to real-time price adjustment capabilities across its full chain of stores, O&CC is looking at the possibilities of using the solution to deliver more efficient picking of online orders for its Click & Collect service. The technology is also designed to enhance replenishment, which will ensure all products are available on the shelves at all times reducing shelf gaps and out of stocks.

Chris Jones, strategic operations director at O&CC, said: “Our mission is to inspire and support customers to get outside.  As well as offering the best brands and products, we provide exceptional in-store services, like 3D foot scanning, outdoor footwear and pack fitting, running gait analysis and ski boot fitting. 

“Installing a digital in-store pricing solution from Pricer will drive efficiency, improve sustainability, and ultimately enable our in-store teams to dedicate more time to serving our customers.  We’re delighted to be in partnership with Pricer to help achieve this ambition during 2024 and beyond.”


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