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    Shaw's Installs NCR RealPrice Electronic Shelf Labels

    ATLANTA - Shaw's Supermarkets Inc. today announced it has equipped two stores in Connecticut with electronic shelf labels (ESLs) from NCR Corporation and has designated NCR as its sole vendor for future ESL installations.

    ATLANTA - Shaw's Supermarkets Inc. today announced it has equipped two stores in Connecticut with electronic shelf labels (ESLs) from NCR Corporation and has designated NCR as its sole vendor for future ESL installations.

    ESLs are digital tags that can be attached to shelves or other store fixtures, where they display merchandise pricing and other information in large, clear characters. The NCR RealPrice wireless ESL solution is linked to the same computer file used by the store's point-of-sale system, so shoppers are assured that when their purchases are scanned at checkout, the price will match the price in the aisle.

    "Accurate pricing is important. Let's face it, nobody likes to hear those infamous 'price check on aisle 10' announcements," said Shaw's spokesperson Bernard Rogan. "ESLs allow stores to effectively address this key customer satisfaction issue while lowering store operational expenses. They also enable us to launch sales or special promotions easily and quickly. "Shaw's continues to be committed to ESLs," Rogan added.

    Among the largest and fastest-growing supermarket chains in the Northeast, Shaw's installed 20,000 NCR RealPrice tags in a brand new 65,000-square foot store that opened in late January in Stratford, Conn. A store in Darien, Conn. has been outfitted with 12,000 tags.

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