Retail technology continues to evolve, with new tools promising faster execution, better engagement and stronger sales. From digital shelf labels to QR codes and interactive displays, the challenge for New Zealand retailers and brands is separating what genuinely delivers value from what simply looks good on paper.
Based on what we see every day on the retail floor, here is a practical view of what is working, what requires the right conditions, and what often fails to deliver real return on investment.
Digital Shelf Labels: Strong Benefits With Some Real-World Challenges
Digital shelf labels are one of the most widely adopted retail technologies in New Zealand, particularly in grocery, pharmacy and high SKU environments.
Where they work well
- Faster price changes without manual ticketing
- Reduced pricing errors and compliance issues
- Significant time savings for store teams during promotions and resets
The strongest ROI from digital shelf labels is operational. Labour savings and accuracy improvements can be substantial, especially in stores with frequent price changes.
However, there is another side to the story that is often overlooked.
The Merchandiser Reality: Where Digital Shelf Labels Can Slow Things Down
While digital shelf labels bring clear efficiencies, they can introduce challenges on the retail floor when stores are not set up to respond quickly.
For merchandisers, flexibility on shelf is critical. Adjusting facings, doubling up product to fill space, or making small planogram changes on the spot is often the difference between a full, shoppable shelf and missed sales.
Where friction can occur
- Shelf labels locked to fixed locations make quick changes harder
- Stores may require head office approval before labels or spacing can be adjusted
- Delays in updating digital labels can prevent immediate planogram fixes
- Merchandisers are unable to double face or reflow space to cover short term stock gaps
In these situations, the shelf may be technically correct in the system, but visually underperforming for shoppers.
Why this matters
Merchandisers work in real time, responding to out of stocks, late deliveries and unexpected sales spikes. If a store is not empowered to adjust labels quickly, it can slow execution and reduce the effectiveness of a visit.
What works best
Digital shelf labels perform best when:
- Store teams are trained and authorised to make quick adjustments
- Processes allow for temporary changes without heavy escalation
- Merchandisers and store staff communicate clearly about short term fixes
When flexibility is built into the system, digital shelf labels support strong execution. Without it, they can unintentionally restrict it.
QR Codes: Useful Only When They Add Clear Value
QR codes are still present across many New Zealand stores, but their effectiveness depends entirely on purpose.
What works
- Linking to instructions, ingredients or safety information
- Supporting technical categories where staff knowledge varies
- Providing access to extended ranges not stocked in store
What does not
- Generic “learn more” QR codes with no clear benefit
- Links to slow, outdated or non mobile friendly pages
New Zealand shoppers are practical. They will scan a QR code if it saves time or answers a question. If it feels unnecessary, it is ignored.
Interactive Displays: High Impact but High Maintenance
Interactive screens and touch displays can create strong impact in the right environment, but they also carry the highest risk.
When they work
- Flagship or high traffic locations
- Staffed environments with product demonstration
- Short term activations tied to launches or promotions
Common issues
- Screens not turned on or not functioning
- Outdated or irrelevant content
- No clear ownership at store level
A broken or ignored interactive display reflects poorly on a brand and often does more harm than good.
Smart Displays and Sensors: Still Niche in NZ
Technology such as shelf sensors and traffic tracking shows promise, but adoption in New Zealand remains limited.
These tools tend to deliver value only when:
- Used in larger format stores
- Trialled with clear objectives
- Supported by teams who actively review and act on the data
Without clear ownership, the data often goes unused.
What Actually Delivers Results in NZ Stores
Across all categories, the technology that performs best shares common traits:
- It saves time for store teams
- It reduces errors
- It supports strong shelf execution
- It works alongside existing systems and processes
Technology should simplify retail execution, not complicate it.
Final Thought
In New Zealand retail, success does not come from having the most technology on the floor. It comes from choosing the right tools, implementing them properly and backing them with experienced people and flexible processes.
Often, the best in store technology goes unnoticed by shoppers, which is usually a sign it is doing exactly what it should.
