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John Lewis trials electronic shelf labels

John Lewis Exeter trials Pierhouse’s NetTickIT software and Displaydata’s epaper system to strengthen omnichannel strategy

Pierhouse, the integrated signage management experts, and Displaydata, the leading provider of fully graphic epaper display systems announced that John Lewis, the major UK department store, trialed an integrated epaper solution in their new flexible format Exeter shop.

Several hundred of Displaydata’s fully graphic epaper displays (also know as electronic shelf labels) were installed to replace traditional print ticketing in a specific area of the store. The displays provided customers with product information, pricing, promotions, reviews and QR codes all driven by NetTickIT software from Pierhouse.

The project was undertaken to understand the advantages and discover any limitations of incorporating electronic shelf labels into stores from the perspective of customers and Partners.

Commenting on the project, Karen Dracou, Head of Omnichannel, John Lewis said: “Our Exeter shop is our most omnichannel to date, and this technology is a key part of creating a really integrated experience for customers. The electronic tickets allow us to trial how we can break down information in-store, enabling Partners to deliver the high quality customer service on some of the barriers traditionally associated with shopping through different channels. They have an option to include QR codes which allow customers to access information online, compare products and check stock.”

Why Pierhouse?

Ian Hook, Managing Director of Pierhouse said: “John Lewis asked Pierhouse to organise and run this trial for them as they wanted to test how electronic shelf labels would impact on customers in-store experience. Helping John Lewis to answer this question has also taught us a lot. We know how to blend the use of printed and electronic signs while ensuring full compliance and keeps things simple. ”

David Morgan, Displaydata’s Global Sales Director, said: “John Lewis has a reputation for outstanding quality and we are thrilled to have been a part of this project. Our epaper system helps John Lewis to automate frequently changing price and product which John Lewis’ reputation has been built.”

“The main reason that we chose Pierhouse and their latest software for this project was their desire to do something truly innovative.”

John Lewis Partnership

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Company profile

Headquarters:London, UK
Industry: Department Stores
Annual Revenue:£10 Billion
Number of Stores:43
Website:Click here


  • To evaluate the customers’ experience of implementing ESL’s in-store


  • John Lewis selected Pierhouse and Displaydata to undertake an in-store trial as part of its omnichannel strategy to improve the in-store customer experience