Kenty Adria and Hanshow agreement brings technology for the implementation of electronic shelf pricing in Konzum and Mercator
Kenty Adria and Hanshow, a global leader in retail digitalization solutions, have partnered to launch a large-scale implementation of electronic shelf labels across Konzum and Mercator stores in Croatia and Slovenia. The objective is to introduce electronic shelf pricing across both companies’ retail networks as part of Fortenova Group's broader digital transformation of its retail operations.
Electronic shelf labels (ESLs) are digital displays that replace traditional paper price tags, enabling fast and centralized updates of prices and product information. They provide customers with clear and up-to-date information at the shelf, while reducing the need for employees to replace price labels manually, saving time and minimizing the risk of errors.
Konzum and Mercator began introducing electronic shelf labels (ESLs) two years ago through pilot projects in selected stores. The pilot phase demonstrated significant benefits in day-to-day operations, particularly for store employees, as electronic labels considerably simplify the process of maintaining accurate shelf prices. Based on the positive results of these pilot projects, a broader rollout of electronic shelf labels began in 2026, and the partnership with Hanshow will further accelerate the process.
Konzum has already introduced electronic shelf pricing in more than 200 stores, with a further 260 stores scheduled for implementation. The largest installation to date is at Konzum’s Radnička store in Zagreb, where as many as 44,000 electronic shelf labels have been deployed. The installation took three days, while larger stores can generally be completed within two days and smaller stores within a single day. Most of Konzum’s retail network, comprising more than 600 stores across Croatia, is expected to be covered by the end of the 2027 summer season.
At Mercator, electronic shelf labels have so far been installed in 50 stores in Slovenia, to complete the rollout across the entire Mercator retail network by the end of 2027.
It is estimated that approximately 3.1 million electronic shelf labels will be required to equip the Mercator network alone. With approximately 1.44 million paper price labels currently replaced manually in stores each month, a comprehensive rollout is expected to deliver significant savings. It will reduce the need for manual price changes, lower paper and printing costs, and minimize the risk of pricing errors. As the electronic labels are connected to a central system, prices and other product information are updated automatically and remain continuously synchronized with point-of-sale data.
“We introduce digital tools primarily to reduce the operational workload on our employees and enable them to focus their time where their contribution matters most. Electronic shelf pricing is a good example: technology takes over part of the operationally demanding and repetitive work, giving employees more time for direct interaction with and support for customers – something technology cannot replace. This forms part of our broader approach to building a more productive and efficient store network,” said Stipan Škoro, Director of the Retail Business Area at Konzum.
Urban Plestenjak, Retail Director at Mercator, emphasized that electronic shelf labels represent an important step in modernizing Mercator stores and developing a contemporary retail environment. “We are implementing the project gradually and thoughtfully, ensuring that the transition is as seamless as possible for both employees and customers. With this new solution, we want to enable our employees to spend less time on administrative tasks and more time working directly with customers, as high-quality service remains one of our key strengths,” said Plestenjak.
At Fortenova Group level, the project brings together teams from Konzum, Mercator, mStart and Kenty Adria, which jointly coordinate the technology rollout, IT activities, and the procurement and delivery of the required equipment.
“Digitalizing in-store processes creates value when it delivers tangible benefits for both employees and customers. The results of the pilot projects have shown that electronic shelf labels significantly simplify our colleagues’ day-to-day work in stores, improve pricing accuracy and reduce the risk of errors. Our partnership with Hanshow now enables us to deploy this technology across a significantly larger number of Konzum and Mercator stores, marking another step forward in the modernization of Fortenova Group’s retail network,” said Ivo Ivančević, President of the Management Board of Kenty Adria, a member of Fortenova Group.
The project therefore delivers tangible benefits for both employees and customers. By reducing the time employees spend on manual pricing tasks, it creates a more efficient and streamlined working environment and allows them to devote more time to customer service and other important activities. For customers, accurate and up-to-date pricing information at the shelf, combined with greater employee availability, contributes to a more reliable and higher-quality shopping experience.
