How DeliFans Uses Pricer ESL and Local Hong Kong Support to Run Real-Time Retail
In short
A case study on how DeliFans deployed Pricer electronic shelf labels with Techcon's local support to keep shelf pricing in sync in real time.
DeliFans, a premium food retailer in Hong Kong, has completed a full rollout of Pricer Electronic Shelf Labels (ESL) across all its stores. This project was delivered and is supported locally by Techcon Solution Limited, Pricer’s partner in Hong Kong.
From paper price tags to real-time pricing
Like many supermarkets and specialty food stores, DeliFans used to rely on paper or foam price tags that required frequent manual replacement for every promotion, cost change or assortment update. This process consumed staff time, introduced pricing errors and made it difficult to keep store prices aligned with POS and online channels.
By deploying Pricer ESL on every shelf, DeliFans can now update prices and promotions centrally in seconds, across all branches in Hong Kong. The ESLs use low-power e-paper displays and a reliable wireless infrastructure so that each label always shows the latest price, barcode and product information from the store’s back-office systems.
Business impact: saving time, money and reducing errors
Electronic Shelf Labels create value in three main areas for supermarkets and specialty retailers:
- Time savings: Staff no longer spend hours printing, cutting and replacing thousands of paper tags, especially during weekly promotions or vendor cost changes. Those hours are redirected to customer service, merchandising and fresh food execution.
- Cost savings and ROI: Retailers reduce recurring spend on paper, ink and logistics, while also avoiding margin leakage from mispriced items or missed promotions. Studies of ESL deployments show strong long-term ROI driven by labour savings and improved price accuracy.
- Price accuracy and trust: Real-time synchronization between shelf, POS and online channels significantly cuts price discrepancies, which improves customer trust and reduces disputes at checkout.
For DeliFans, where product quality and brand trust are central, having accurate and up-to-date pricing in every aisle is now part of the core customer experience.
Why local Hong Kong support is critical for ESL projects
ESL is not a one-off IT project; it becomes part of the daily operational backbone of a retailer. That is why local implementation and ongoing support in Hong Kong are as important as the technology itself.
As Pricer’s partner in Hong Kong, Techcon Solution provides:
- Local project delivery: Site surveys, infrared communication layout, installation and integration with the retailer’s POS / ERP systems are carried out by a team that understands Hong Kong store formats, regulations and building constraints.
- Ongoing maintenance and training: New store openings, staff turnover and system upgrades all require continued support, documentation and on-site or remote training.
- Fast response in Cantonese: When something goes wrong on a busy weekend, retailers need quick troubleshooting in their own language, via WhatsApp or on-site visits, not a remote ticket queue in another time zone.
For a seven-day-a-week supermarket like DeliFans, this combination of world-class ESL technology from Pricer and hands-on local support from Techcon is what makes real-time pricing operationally “safe” and sustainable.
ESL as the foundation for future smart retail
Once DeliFans had a stable ESL infrastructure, the shelf edge became more than just a place to show static prices. With Pricer ESL and the Pricer Plaza cloud platform, retailers can gradually introduce:
- Dynamic pricing and time-based offers, such as evening markdowns for fresh products or off-peak promotions
- Store tasks and workflows linked to the labels, allowing staff to locate items faster and execute planograms more accurately
- Richer product information at the shelf, supporting ESG claims, origin details or allergy information
In a market like Hong Kong, where the ESL segment is growing rapidly and competition is intense, these capabilities help retailers differentiate and respond faster to changing consumer demand.
Key takeaways for Hong Kong retailers considering ESL
DeliFans’ full adoption of Pricer ESL across all stores shows how Hong Kong retailers can move from paper tags to a real-time, data-driven shelf. The main lessons for other supermarkets and specialty chains are:
- Treat ESL as core infrastructure that touches operations, IT, marketing and finance, not as a small gadget project.
- Choose a proven ESL platform with strong integration capabilities and long-life hardware, such as Pricer, to secure long-term ROI.
- Work with a local partner that can deliver, support and evolve the system with you in Hong Kong over many years.
For retailers who want to explore how Pricer ESL and local support can work in their own stores, Techcon Solution’s Hong Kong team is ready to share reference cases and deployment experience from supermarkets, specialty food and other verticals.
