World premiere: LANCOM Systems offers a highly integrated solution for retail

Aachen, 19 November 2014 - Retail is undergoing strong changes. Modern wireless solutions and location-based services for smartphone users optimize processes and lay the foundation for new business models and customer experiences. LANCOM Systems, the leading German provider of network solutions for companies and government, is now the first to integrate various wireless technologies within a single infrastructure platform

Aachen, 19 November 2014 - Retail is undergoing strong changes. Modern wireless solutions and location-based services for smartphone users optimize processes and lay the foundation for new business models and customer experiences. LANCOM Systems, the leading German provider of network solutions for companies and government, is now the first to integrate various wireless technologies within a single infrastructure platform. In addition to the traditional WLAN, the new access points within the E-Series also support electronic shelf cards (ESL) and iBeacons. Benefits are lower costs, longer life and optimal security. This world premiere is the result of collaboration with image tag, the Austrian specialist in electronic shelf cards. This company developed the wireless technology for controlling this.

Electronic price and product description labels are among one of the top trends in retail. According to a recent retail survey [1], the market for Electronic Shelf Labels (ESL) will grow by an average of 18 per cent by 2018. Electronic shelf cards are also gaining popularity in the Netherlands. Large companies do their first experiences with this.

In order to extend the life of the batteries in the electronic displays, a special energy-saving wireless technology is used during the control process. Until now, this required the construction and maintenance of a costly, separate wireless infrastructure. This regularly caused interference with the existing wireless LAN infrastructures because both technologies use the same frequency (2.4 GHz). Wireless LAN is widely used in retail for, for example, stock management or providing internet access to customers.

Lower costs, better protection of investments
LANCOM has aligned the two technologies in close cooperation with ESL specialist image tag, with image tag developing the wireless technology for controlling the labels. Retailers benefit from low initial investments, low operating costs and a longer lifetime of battery-powered shelf cards, while simultaneously using a wireless LAN.

Integrated iBeacon technology for location-based services
In addition to wireless LAN and ESL, the LANCOM access points within the new E-Series also support third wireless technology. The integrated iBeacon technology enables retailers to develop innovative location-based services such as:

  • location-based push-marketing: customers who come to a store will receive current offers via an app message on their smartphone;
  • indoor navigation: via a wireless route planning or an app- or web-based route map, a customer finds his way to an offer or department in the store.
  • Business Intelligence: based on analyzes of visitor flows it is possible to optimize walking routes and shelf layouts

Christian Schallenberg, board member at LANCOM Systems: "I am convinced that electronic shelf cards and location-based services offer the retail sector enormous potential. Think of dynamic pricing of products or expanding customer communication. Many of these types of projects fail because of high costs or technical obstacles. By integrating ESL and iBeacon technology into a professional WLAN infrastructure, the retailer has an excellent opportunity to present themselves in a modern way, respond quickly to trends and develop a completely new way of dialogue with the side. This at low cost in an efficient way and with low maintenance requirements. "

Dr. Michael Moosburger, founder and director of image tag confirms the great potential of the solution: "Electronic pricing of products is an important trend in retail. With the combination of our ESL technology with wireless LAN and iBeacons, we have jointly created a unique infrastructure solution that offers the retail new possibilities in the area of ​​flexible pricing of products and customer loyalty. "

availabilty
The new access points in the LANCOM E-Series are available immediately. This also applies to the electronic shelf cards of image tag and the central server for controlling the labels.

[1] Global Electronic Shelf Labels; Market Report 2014-2018 from TechNavio, 2014
About LANCOM Systems
LANCOM Systems is the leading German manufacturer of reliable, innovative network solutions for business customers. The two business units of LANCOM, VPN Network Connectivity and Wireless LAN offer professional users secure, flexible infrastructure solutions for local and multisite networks. The entire product range is developed and produced in Germany. LANCOM Systems provides certified VPN solutions for the protection of vulnerable networks and critical infrastructures (EPCIP) against cyber attacks by the German Federal Office for Information Security (BSI). The head office of LANCOM Systems GmbH is located in Würselen near Aachen, Germany. The company also has offices throughout Europe. Customers are SMEs, government agencies, institutions and large companies in Germany, Europe and increasingly in the rest of the world.

About image tag
image tag represents innovation and advanced technologies. The company was founded in 2010 by Dr. Michael Moosburger and Andreas Rössl in 2010 and has rapidly developed into a leading company in electronic shelf cards and digital signage. In addition to years of experience in software, hardware and wireless technology, the company has extensive expertise in retail and logistics. The use of modern technology at Points of Sale creates competitive advantage, higher customer satisfaction and improved efficiency. Imagotag entered into a strategic partnership at the beginning of 2014 with the world-leading electronic shelf company, Store Electronic System / SES Group.