Optimizing Book Fair Logistics with Electronic Shelf Labels

Introduction
This case study illustrates the successful integration of Opticon’s technology by Regateles Consultoria and Gracal, resulting in significant logistical efficiencies and cost saving for Penguin Random House’s operations at the Lisbon Book Fair.

The Lisbon Book Fair is a book fair held annually in Lisbon, Portugal. During 19 days, the book fair, which is growing significantly year after year, showcases more than 950 publishing brands and 85,000 titles. Penguin Random House Portugal is one the largest publishing groups exhibiting at the fair.

The Partners
Regateles Consultoria Lda. is a boutique provider specializing in marketing, logistics, and corporate affairs consulting, boasting over 20 years of expertise. Among the several recognized brands it represents in the logistic sector, they are a system integrator of Opticon. Regateles lead the process as Project Manager.

Gracal Lda. is a printing company established in 1906, blending graphic arts craftsmanship with cutting-edge printing technology. They incorporated Opticon technology into the broader approach of the 2024 Lisbon Book Fair. Gracal assured the implementation of the project, integrating Opticon’s displays in the PRH Book Fair project.

Challenges and Implications
An event such as the Lisbon Book Fair, with an exponential growth over recent years, demands extensive planning and poses significant logistical challenges and warehouse work peaks.

In previous years, PRH needed to increase their workforce and implement extra work shifts to face the growing demands of the Book Fair. Labeling books to ship to the Book Fair was one the hardest challenges, as it is a slow manual process. On top of that, the high level of returns, after the event ended, led to a complex reverse logistics, due to the need to remove labels from all returned books.

Desired Solution
The solution aimed to replace paper price tags, focusing on:

“Opticon’s solution was ready for immediate use with minimal setup required. Extensive technical and commercial support ensured successful implementation and operation at the Lisbon Book Fair, highlighting the importance of comprehensive support and adaptability in event logistics.

Opticon’s Service levels were perceived as excellent during the test and implementation.”

Pedro Veiga Ferreira,
PRHGE Portugal Co-CEO & CFO

Decision Influences
Key influences in the decision-making included:

  1. Turnkey solution availability:
    A complete and ready-to-use solution was needed with minimal setup requirements. This feature was crucial for the Lisbon Book Fair, as it ensured a seamless integration process, saving time and reducing the risk of complications during implementation.
  1. Technical and commercial support during ESL solution implementation:
    Extensive technical and commercial support throughout the implementation of the ESL solution was key. This included assistance with the installation and configuration of ESLs, training for staff, and troubleshooting any issues that arose. This ensured a smooth transition to the new system and allowed the partners to focus on other critical aspects of the event.
  1. 24/7 technical assistance during the event:
    Given the scale and importance of the Lisbon Book Fair, it was essential to have technical assistance available 24/7 throughout the event. A guarantee that any technical issues, regardless of the time, could be addressed immediately, minimizing downtime and ensuring continuous operation of the ESL system. This level of support was crucial in maintaining the event’s efficiency and preventing disruptions.
  1. Customization of displays to comply with PRH’s graphic standards:
    Customization of the ESL displays to align with PRH’s graphic standards was a vital requirement. This involved tailoring the visual aspects of the displays, such as fonts, colors, and layout, to match the branding guidelines of PRH. Such customization ensures brand consistency and enhances the overall aesthetic appeal of the displays, contributing to a more coherent and professional presentation at the Book Fair.
  1. Adapting shelves to accommodate ESL displays:
    To integrate the ESL displays seamlessly, it was necessary to modify the existing shelving units. This adaptation involved adjusting shelf dimensions, adding mounting brackets, and ensuring that the ESL devices could be securely and conveniently positioned. This adaptation was critical in leveraging the full benefits of the ESL system, enhancing operational efficiency and customer experience.

Why Opticon was Chosen
Opticon was chosen due to the best technical and commercial support provided; all decision influencers were met.

Other parties had pulled back or had little to no experience with large events like a Book Fair and inability to guarantee 24/7 technical support during the event. They were even limited to installing ESL displays without additional guarantees for outdoor performance.

On top, extra steps were made, like:

Outcomes
Implementing Opticon’s ESL resulted in:

Opticon product used: EE-293
The 2.9 inch E-paper display was used for the Lisbon Book Fair project. This display has a high resolution fully graphical, e-paper based display. It is available with a black, white, red, and yellow display to attract more attention to the customers.

Thanks to the high contrast of the display it is even possible to read barcodes off the display using an Opticon barcode scanner.

Opticon’s ESL solution has a lightweight infrastructure and is easy to deploy.