Tallink Grupp AS Selects Displaydata Electronic Shelf Labels (ESLs) for Duty-Free Retail Stores on Board Its Cruise Ships

Emma Stevens

Tallink has deployed over 19K ESLs on each of its three ships; Displaydata’s ESLs allow Tallink to quickly change prices, promotions and currencies at each port stop, to ensure price accuracy and to increase operational efficiencies

March 30, 2017 – Bracknell, UK – Displaydata, the world’s number one supplier of three-color, fully-graphic ESLs, today announced Tallink Grupp has selected the company’s fully-graphic ESLs to be used on board three of its ships (Silja Symphony, Megastar and Silja Serenade) inside the duty-free retail stores. Tallink is the leading provider of high-quality mini-cruise and passenger transport services in the northern Baltic Sea region, as well as the leading provider of “roll-on/roll-off” cargo services on selected routes.

tallink shuttle 1.jpg
Displaydata’s enterprise solution, with the help of its POS and travel booking systems partner, Nixor, will allow Tallink to quickly change prices and promotions on board the ships’ duty-free stores to align with port of call retail stores located in Sweden, Finland, Estonia and Latvia. The ESLs will also display product information in English with dual currencies depending on the country of the port of call.

“We selected Displaydata’s eye-catching ESLs because the innovative platform allows us to reduce the time spent on updating the pricing information on the labels and ensure that prices on our ships are accurate 24/7,” said Ave Makke, Head of Sales Department, AS Tallink Duty Free. “The platform allows us to do more promotions and influence the purchase decision of customers at the shelf edge, by changing price or information in seconds. With Displaydata, we have the ability to centrally manage the ESLs on our ships, giving us unprecedented agility and operational efficiencies. What’s more, we have already received a tremendous amount of positive feedback from our employees and customers.”

Tallink has deployed a range of Displaydata Chroma and Aura products including:

  • Aura 21
  • Aura 29
  • Aura 42
  • Chroma 21 Red
  • Chroma 29 Red
  • Chroma 42 Red

Displaydata’s ESLs enable retailers to control and drive in-store pricing and promotions with speed and consistency. Fully-graphic and available in three colors, the ESLs can display product, price, promotion, stock levels, social reviews, currency details and much more. The trusted platform is simple to install and needs the least amount of in-store hardware of any ESL vendor. As well, the platform’s secure wireless network and robust software enables the centralized management of any number of ESLs, across any number of stores.

“Tallink is a pioneering organization that sets a high standard of excellence throughout its fleet,” said Andrew Dark, CEO, Displaydata. “We are proud to support their mission of offering the best in leisure, entertainment and travel services with our easy-to-install and manage ESL solution.”


About Tallink Grupp AS

We are the leading provider of high-quality mini-cruise and passenger transport services in the northern Baltic Sea region, as well as the leading provider of ro-ro cargo services on selected routes. Our fleet of 15 vessels allows us to offer a wide range of services and frequent departures. As a result of our recent investment and fleet renewal program, we currently deploy some of the most advanced cruise ferries on the Baltic Sea with state-of-the-art facilities, improved accommodation possibilities, larger onboard shopping areas and high quality onboard services, setting a new benchmark for travel standards on the Baltic Sea. The company's vision is to be the market pioneer in Europe by offering excellence in leisure and business travel and sea transportation services. Our customer value proposal is to offer an enjoyable travel experience that exceeds customer expectations and makes them want to return. For more information, visit

About Nixor EE AS

NIXOR is an information and security technology company represented in Estonia, Latvia and Lithuania. With more than 20 years of experience, Nixor is mainly focused on introducing comprehensive and innovative IT-business solutions in four market sectors: retail, hospitality, catering and ferry lines. Nixor has been the official partner for Displaydata in the Baltic States since 2007.

For more information, please visit:

About Displaydata

Displaydata is the world’s leading supplier of fully graphic three-color electronic shelf labels (ESLs). We were first to market with three color ESLs and continue to lead this category having shipped millions of labels. We work in close partnership with many of the world’s largest retail brands and have operations in the US, Europe, LATAM and Asia. We help retailers optimize revenues and margins by improving the customer experience at the shelf-edge, where most purchasing decisions are made.

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About Displaydata

Our Electronic Shelf Labels (ESLs) bring the shelf-edge into the Internet of Things era, helping to create shopping experiences that are more engaging, rewarding and personalised – and profitable. We help retailers optimise sales and margin at the shelf-edge, where 90% of purchases are still made.

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