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Electronic Shelf Label Analysis

Case Study
Real-Time Retail: Implementing ESLs for Speed, Accuracy, and Insight
Project snapshot

Adopting Electronic Shelf Labels

The Challenge

Keeping Up with Constant Pricing Changes

As the retail landscape evolves and store-level technology advances at a rapid pace, it is imperative that retailers stay informed about the latest developments that could potentially benefit their operations. Over the last several years, retailers have been examining the perceived benefits of implementing Electronic Shelf Labels (ESLs). To vet this concept, Orgill worked with Germantown Hardware to conduct a real-world evaluation of ESLs and their efficacy.

The Solution

A Real-World Test of Full-Store ESLs

Marshalling the resources of its internal technology team along with representatives from Central Network Retail Group (CNRG) and Tyndale Advisors, Orgill selected VusionGroup’s SESimagotag system to test the ESLs using Germantown Hardware as a living laboratory. The implementation team rolled out 26,000+ ESLs at Germantown Hardware in September 2023, in just six days. The goal was to determine how the ESLs would positively impact the operation and how to evaluate return on investment.

The Results

Greater Pricing Precision with Less Labor

The ESLs eliminated pricing mismatches between shelf and register, improved the speed and accuracy of price changes, and reduced the need for manual tagging. While labor savings were significant, the team emphasized that ROI should also reflect soft metrics like customer trust, margin control, and inventory visibility, supporting a more realistic two- to three-year return. The Germantown pilot shows that, despite the upfront investment, ESLs can deliver lasting benefits in efficiency, accuracy, and customer experience. It also highlights the value of real-world testing to guide broader retail strategy.

It’s definitely been a game changer for us, and it provides us with a degree of confidence knowing that our prices and shelf-level information will always be accurate.
Chris Clarke
Store Manager, Germantown Hardware
Electronic Shelf Labels & Germantown Hardware

Operational Wins and Strategic Gains

Orgill selected Germantown Hardware as the pilot site for its ESL program because the store offered the right mix of scale, SKU volume, and operational complexity to showcase the full impact of digital shelf labeling. The rollout of over 26,000 ESLs revealed both hard and soft benefits.

Operational Impact

Fewer Errors, Faster Updates, and Less Manual Work

ESLs automatically synced shelf tags with the POS, eliminating mismatches and improving pricing accuracy. The system reduced the need for manual retagging and enabled real-time price changes that supported quicker, more responsive promotions.

Customer Experience

Clearer Pricing Built Trust and Improved Service Time

Customers benefited from clear, consistent pricing across the store. The reduced risk of register discrepancies improved trust, and the store team had more time to focus on service rather than signage updates.

Strategic Value

Stronger Margin Control and Pricing Agility

The pilot improved pricing agility during periods of market volatility and protected margins with more precise updates. It also supported compliance efforts by ensuring that shelf pricing stayed aligned with legal standards.

ESL Project At a Glance

Fast Rollout With Immediate Operational Impact

Technology Partner: VusionGroup (SESimagotag system)

Location: Germantown Hardware, Germantown, TN

Labels Installed: 26,000+

Deployment Time: 6 days

Lead Partners: Orgill Technology, CNRG, Tyndale Advisors

Primary Goals: Reduce manual pricing labor, improve accuracy, enhance agility, validate ROI model

At Orgill, it’s all about the mission.

Help our customers be successful.

At Orgill, we empower independent retailers with the tools and support they need to thrive. Founded in 1847, Orgill is the fastest growing, independently owned hardlines distributor in the industry. Our purpose is to deliver innovative solutions, exceptional service and unwavering support to our customers. With a rich history of stability, strength and a commitment to excellence, Orgill is your trusted partner in retail success.