SUPERSPAR Malelane upgrades ESLs with NEC XON after 13 years of reliable performance

A long-standing partnership between South Africa’s largest SPAR in the Lowveld and NEC XON continues to deliver retail innovation, now with a new generation of electronic shelf labels.

Lex Hollman, Owner of SUPERSPAR and TOPS Malelane. 

SUPERSPAR Malelane, the largest SPAR in South Africa’s Lowveld region, has once again partnered with NEC XON to upgrade its Pricer electronic shelf labels (ESLs), reinforcing a 13-year legacy of operational excellence, pricing accuracy, and digital innovation. Serving approximately 200,000 customers each month through 38 till points, the store plays a crucial role in the local community, and has consistently remained ahead of the curve when it comes to retail technology.

Originally installed in 2012, the previous ESL system exceeded all expectations by remaining fully functional for over 13 years, well beyond its anticipated lifespan of 8 to 10 years. The new upgrade builds on that success, introducing advanced features such as four-colour displays (black, red, yellow, and white) now used to clearly differentiate between regular, promotional, and SPAR Rewards pricing. Customisable label templates help reduce visual clutter while highlighting key offers, while flashing lights draw attention to promotions and increase visibility.

Merchandisers now have access to stock-on-hand and rate-of-sale data directly at the shelf, allowing them to identify discrepancies in real time. In specialized sections like the deli and butchery, A4 and A5-sized labels, some even featuring branding such as a “Dry Ager” logo, support premium product displays.

According to Lex Hollmann, owner of SUPERSPAR and TOPS Malelane, pricing accuracy and operational efficiency were critical in both the original investment and the recent upgrade. “Our pricing manager can change prices instantly, no printing, no walking the aisles, and far less human error,” he says. “We’ve also cut label roaming to near zero, which preserves system performance and extends label life.” (Roaming occurs when a label is no longer synchronized with the backend system due to damage or removal from the selling area.)

Reflecting on the journey, Hollmann recalls how SUPERSPAR Malelane was among the first SPAR stores in the country to implement ESL technology. “We expected eight to ten years from the labels, they gave us thirteen,” he says. “But what made the system invaluable wasn’t just automation. It was communication. We always knew which labels needed attention and that our shelf pricing was accurate, every single day.”

With the upgraded system, SUPERSPAR Malelane is now able to update prices in as little as 15 minutes, compared to a full day with traditional paper tags, all without requiring extra staff. “Technology only matters if it makes life easier and benefits the customer,” says Hollmann. “These new labels simplify the shopping experience while helping us improve operations behind the scenes. We can target replenishment, avoid out-of-stocks, and launch promotions on the fly.”

For NEC XON, the collaboration has been equally rewarding. “Lex and his team have always challenged us to do more with the technology,” says Minesh Manga, Digital Solutions Executive at NEC XON. “Their feedback has helped shape how ESLs are applied in South African retail. This upgrade isn’t just about functionality, it’s about continuous innovation led by the store itself.”

With a flexible and future-ready ESL system now in place, SUPERSPAR Malelane is well-positioned to continue leading in retail efficiency and customer service. “The system isn’t static,” adds Hollmann. “Other stores will bring new ideas, and the beauty of this technology is that it adapts. With NEC XON’s support, we’re ready for the next 10 years.”