Italian food firm Prezzemolo & Vitale rolls out Pricer in-store automation solution to London stores

Italian delicatessen brand, Prezzemolo & Vitale (P&V), has selected Pricer as its provider of in-store automation and communication solution based on electronic shelf labels (ESLs), rolling out digital shelf labels in all its London stores.

With ten stores in Palermo, P&V sought to expand into the UK market, showcasing the culture of Italy and Sicily through its food and wine produce. 

It launched its first UK store on London’s Kings Road, Chelsea, in 2017, and has since opened three further delicatessens in chic London boroughs, including Notting Hill and Wimbledon, as well as Borough Market.

Each week, it imports produce from Italy, from seasonal fruit and vegetables, to charcuterie, cheeses, pasta and wine, as well as offering dining-in experiences, which feature Italian ingredients sold in the deli, in its in-store cafés.

It plans to open a further two locations in Kensington and Clapham Junction later this year.

P&V was already using ESLs within its Palermo store network and wanted to bring digital shelf-edge experiences to London.

It says that this would not only keep the look and feel of its stores sleek and modern, but also help it deliver real-time automated pricing updates across its 2,500 SKUs in-store and improved replenishment and restocking efficiencies, freeing up its staff to focus on customer service delivery.

Working with P&V’s Italian IT team, Pricer rolled out the latest four colour ESLs into its Wimbledon store in September 2023, followed in October by its Borough Market and Chelsea delis and in early December for its Notting Hill establishment.

With Pricer’s ESLs and Plaza Store Manager cloud-based solution implemented in all of its London stores, the brand is now able to update pricing and promotions in real-time, helping it ensure accurate pricing at the shelf edge.

Salvatore Prezzemollo, Chief Operating Officer at P&V, comments: “As the saying goes, ‘retail is detail’ and Pricer is helping us to ensure our pricing and store operations can run effectively with the attention to detail and customer service we want to be able to offer to our customers.”

“The Pricer team worked seamlessly with our IT staff in Italy, quickly and efficiently rolling out the ESLs in-store, whilst also affording us the flexibility to add some custom integrations so the solution fits our business needs perfectly.” 

Peter Ward, UK & Ireland Country Manager at Pricer, says: “The P&V brand celebrates the very best of Italian and Sicilian culture through the highest quality produce, delivered in its sleek and modern delis.”

“The digital shelf-edge capabilities have helped drive improved store operational efficiencies meaning it can go even further in delivering high touch, premium shopping experiences to its discerning customer base.”