Lepe, Spain, July X, 2026 — Hanshow, a global leader in digital store solutions, has been selected by Supermercados El Jamón, a leading supermarket group based in southern Spain, as its technology partner to support the next phase of its in-store digital transformation across its entire supermarket network.
The initiative includes the installation of nearly 3 million electronic shelf labels across its store network in southern Spain over the next three years. The first phase of the project will begin this year with the deployment in 100 supermarkets, making it one of the largest point-of-sale digitalization initiatives ever undertaken in Andalusia. The project also reinforces the company's ongoing modernization strategy, aimed at delivering an increasingly efficient, agile, and customer-centric shopping experience.
Founded in 1966 in Lepe, Supermercados El Jamón celebrates its 60th anniversary this year, having established itself as one of Andalusia's leading food retail chains. Following its recent expansion and the integration of new retail brands, the company continues to strengthen its investment in technology and innovation to support its growth while remaining true to the values that have defined it since its inception.
Operating in the highly promotion-driven grocery retail sector, Supermercados El Jamón places great importance on ensuring that shelf-edge information is accurate, up to date, and clearly presented to customers. The deployment of electronic shelf labels will enable prices and promotions to be updated instantly and simultaneously across the entire store network, eliminating manual processes, reducing errors, and providing customers with more accurate and up-to-date information at the point of sale. At the same time, the retailer sought to improve the clarity and consistency of shelf-edge information to deliver a better shopping experience.
Beyond streamlining day-to-day operations, the solution will allow store teams to spend less time on administrative tasks and more time focusing on what has always been the company's top priority: delivering friendly, high-quality customer service.
The solution also provides a scalable digital foundation for greater operational agility and enhanced shelf-edge communication, aligning with the retailer's long-term strategic roadmap.
This partnership reflects a shared commitment to advancing in-store digital capabilities at scale, combining Supermercados El Jamón's expertise as a leading regional food retailer with Hanshow's extensive experience in supporting large supermarket networks.
"At Supermercados El Jamón, we see innovation as a way to continually improve the service we provide to our customers while making the work of our teams easier," said Mabel Díaz, CEO of Supermercados El Jamón. "The deployment of Hanshow's electronic shelf labels marks another important milestone in our digital transformation journey. It will enable us to manage prices and promotions more efficiently, reduce manual tasks, and ensure that the information displayed on our shelves is always accurate and up to date. At the same time, it will significantly reduce the paper consumption associated with replacing paper price labels. Ultimately, this is an investment that allows us to continue growing without losing what defines us: dedicating more time to what matters most—serving our customers with the close, high-quality service that has been at the heart of our business for nearly 60 years."
"We are proud to support Supermercados El Jamón in its ongoing efforts to modernize in-store operations and strengthen its retail presence across southern Spain," said Simin Hu, General Manager for Eastern and Western Europe at Hanshow. "This partnership reflects our shared commitment to practical, results-driven digitalization, helping to create a more connected, efficient and reliable store environment that enhances the shopping experience, streamlines daily operations, and delivers better service to local communities."
With this project, Supermercados El Jamón reaffirms its commitment to a modern, efficient, and sustainable supermarket model, where technological innovation is put at the service of people. The company continues to advance a transformation strategy that combines growth, digitalization, and customer proximity, while remaining faithful to the values that have guided it since 1966. Over the next three years, this initiative will culminate in the complete digitalization of its entire retail network.
