Billa Bulgaria completes ESL roll-out with VusionGroup

Rewe Group’s Billa has equipped all of its approximately 160 stores in Bulgaria with electronic shelf labels (ESLs) from VusionGroup. In a video from Bulgarian shopfitter Display Bulgaria, Milen Minkow, Project Manager and Director for Internal Process Optimisation at Billa Bulgaria, expresses his delight at the significant reduction in missing or incorrect price labelling and the positive ecological impact of digital price labelling.

In Bulgaria, Billa has installed the ESLs on rails from HL Display with the help of Display Bulgaria. Rewe Group plans to open 11 more Billa stores in Bulgaria this year.


While the Rewe Group uses SoluM electronic shelf labels in its supermarkets and superstore in Germany, the Rewe Group subsidiary Billa, which operates from Austria, relies on the SESimagotag product line from VusionGroup.

Complete roll-out in other countries

The roll-out of the provider’s ESLs to all Billa stores in the Czech Republic is also to be completed this year. Rewe/Billa also plans to operate all of its Iki stores in Lithuania and Latvia with ESLs this year. More than half of the outlets there are already equipped with VusionGroup’s three-colour labels. In its home country of Austria, Billa has so far equipped several hundred of its 1,300 stores with the supplier’s ESLs in different generations.

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Björn Weber

Björn Weber has been a journalist, analyst and consultant specialising in the retail and consumer goods industry for over 20 years. Prior to founding Fourspot, which is publishing The Retail Optimiser, Björn Weber headed the international analyst group LZ Retailytics. Previously, he was Research Director Retail Technology and Head of Planet Retail in Germany. Before that, Björn Weber was editor for IT & logistics topics at Lebensmittel Zeitung for eight years. Björn Weber is a member of the jury of the Retail Technology Award (Reta Europe) of the EHI. He is a regular speaker at events of the EHI, the NRF, industry media and the Consumer Goods Forum.

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