Scaling Digital Pricing & Promotions at Westzone Supermarkets
Electronic Shelf Labels
Al Barsha – April 2025 | Al Qusais – August 2025
Executive Summary
In 2025, Westzone Supermarkets partnered with Technowave International to modernize in-store pricing and promotions across two new UAE branches. By deploying ZKONG Electronic Shelf Labels (ESL) and LCD promotional displays, Westzone achieved brand-aligned digital communication, real-time price synchronization, and a repeatable system for future expansions.
The rollout delivered:
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Consistent ESL templates reflecting Westzone’s brand identity.
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Hanging LCDs in produce aisles to maximize price visibility.A one-click ERP integration for instant price and promotion updates.
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A standardized deployment kit enabling rapid replication in new stores.
Client & Context
Westzone Supermarkets is one of the UAE’s fastest-growing retail chains, serving diverse communities with a wide product mix. Rapid promotions and frequent SKU changes in fresh categories demanded a digital-first pricing solution.
Technowave International, a regional expert in retail automation, integrated ZKONG’s cloud-based ESL and LCD ecosystem with Westzone’s ERP system to ensure operational efficiency, design flexibility, and scalability.
Get More Detail on Electronic shelf labels
Technowave is a leading provider of Electronic Shelf Label (ESL) solutions in the GCC, with multiple successful projects including complete store-wide ESL deployments.
Business Objectives
- Eliminate manual errors and delays in updating fresh section prices.
- Maintain brand consistency across all ESLs and LCD displays.
- Enhance shopper visibility, especially in high-traffic produce aisles.
- Establish a future-ready model that supports fast, plug-and-play deployments.
Key Challenges
- Dynamic Content Requirements: LCDs had to display 1–3 SKUs, adapting layouts automatically.
- Brand Governance: ESL templates needed to match Westzone’s marketing guidelines in color, font, and hierarchy.
- Produce Aisle Limitations: Paper tags and small ESLs lacked visibility; a new hanging display format was required.
- ERP Integration: Price updates had to propagate seamlessly to all ESLs and LCDs.
- Scalability: Each store required a repeatable system with no additional custom coding.
Solution Blueprint
1. Content & Template System (ESL + LCD)
Created auto-responsive LCD layouts that adapt to single, dual, or triple SKU displays.
Designed section-specific ESL templates (butchery, deli, seafood, bakery) aligned with Westzone branding.
Enabled bilingual support for English and Arabic.
Added compliance cues for easy product category identification.
2. Visual Accuracy in Produce
Built a curated image library to ensure correct representation of imported fruits and vegetables.
Installed dual-sided hanging LCDs, showing three items per side (six SKUs per unit) for maximum shopper impact.
Developed custom fixtures with integrated power solutions for seamless installation.
3. ERP–ZKONG Integration
Technowave’s software team developed a pricing app linking Westzone’s ERP with ZKONG Cloud.
Prices and promos now update across stores in a single click, with previews and audit logs for accuracy.
4. Standardization & Rollout Kit
Delivered a template library for ESL and LCD layouts.
Supplied a fixture and power guide for hardware installation.
Published a content playbook for imagery and formatting standards.
Created a go-live runbook covering surveys, AP planning, pilot rollout, and full store activation.
Implementation Highlights
- Al Barsha – April 2025
1 Pilot rollout with full ESL coverage and LCDs at fresh counters.
2 Hanging LCDs introduced in the produce section, replacing paper price tags.
- Al Qusais – August 2025
1 Deployment replicated using the rollout kit, requiring no additional development.
2 ERP integration enabled centralized pricing, streamlining multi-store updates.
Results & Impact
Brand Consistency: Unified ESL and LCD templates across all sections.
Operational Efficiency: Price updates reduced from hours to seconds.
Improved Visibility: Hanging LCDs in produce aisles boosted promotional awareness and transparency.
Scalable Model: Second store rollout required only device installation and SKU mapping.
Take the next step in retail innovation with Technowave.
Save hours on manual price updates
Deliver consistent, branded pricing & promotions
Maximize shopper engagement with ESLs & LCDs
