Making the Case for Smarter Shelves and Labels

WHETHER FOR CONSUMER EXPERIENCE OR INVENTORY MANAGEMENT, THESE SOLUTIONS OFFER REWARDS GOING INTO 2021.

- Thad Rueter

In late October — as food retailers continued to deal not only with the pandemic-fueled rise of e-commerce, but also the ongoing trend of consumers seeking more transparency regarding groceries — Fresh Thyme was getting smarter about shelves.

The Downers Grove, Ill.-based food retailer has started deploying ELI codes to shelf tags this month. ELI codes, when scanned by a smartphone, will display important product information, including content from supplier-provided product data and images, to enhance the overall shopping experience. They’re based on QR code technology and can be read natively by most modern smartphones without requiring an app.

The technology will enable customers and employees to access rich-product content at the shelf simply by scanning a QR code with their smartphones — an especially attractive tool for shoppers at Fresh Thyme, which focuses on natural foods.

“When fully executed, the ELI codes will allow our customers to have real-time access to information and education to make well-informed purchases,” says Jonathan Lawrence, Fresh Thyme’s senior director of grocery and natural living. “They have all the benefits of an e-commerce platform experience, with the ability to utilize the product immediately.”