North Country Case Studies

Wells Marketplace Transforms Operations with Electronic Shelf Labels

Wells Marketplace, a beloved family-owned grocery store in Wells, Minnesota, faced a growing operational challenge that many independent grocers know all too well. After serving their community for over 30 years, manually updating shelf tags became increasingly burdensome for their staff.
The Challenge

Wells Marketplace, a beloved family-owned grocery store in Wells, Minnesota, faced a growing operational challenge that many independent grocers know all too well. After serving their community for over 30 years, manually updating shelf tags became increasingly burdensome for their staff. With ongoing labor market challenges making it difficult to dedicate precious hours to routine price changes, Wells Marketplace needed a solution to streamline operations while maintaining its commitment to excellent customer service.

The Partnership

As a long-standing client of North Country and LOC, Wells Marketplace had built a foundation of trust that made tackling this technological upgrade less daunting. This established partnership provided the confidence and support needed to implement a comprehensive store-wide transformation.

The Solution

Wells Marketplace made the strategic decision to install Electronic Shelf Labels (ESLs) throughout its entire store. This technology investment represented more than just operational efficiency—it was a forward-thinking move that positioned it at the forefront of retail innovation for independent grocers.

The Results

The implementation of ESLs has transformed Wells Marketplace’s daily operations in several key ways:

Operational Efficiency: Staff members no longer spend countless hours manually updating price tags, freeing them to focus on what they do best—providing the personalized customer service that has made them a community fixture for three decades.

Enhanced Customer Experience: Accurate, real-time pricing is displayed consistently throughout the store, so customers can shop with confidence, knowing they’re getting the most up-to-date information on everything from locally sourced products to global specialties.

Future-Ready Operations: The ESL system has positioned Wells Marketplace to easily adapt to market changes and promotional strategies, giving them the ability to compete effectively while maintaining their small-town charm.

The Impact

This technological upgrade has reinforced Wells Marketplace’s position as more than just a grocery store—it’s become a destination that successfully bridges tradition with innovation. Its ability to embrace modern solutions while maintaining its core values of community service, quality products, and competitive pricing demonstrates how independent grocers can thrive in today’s competitive landscape.

The success of this project extends beyond operational improvements. Wells Marketplace continues to employ multi-generational staff members, support local charities and the area food shelf, and serve as a vital community hub. Their ESL implementation has enhanced their ability to do what they’ve always done best – serve their community with excellence.

Looking Forward

Wells Marketplace’s successful ESL implementation is a model for other independent grocers considering similar technological upgrades. By partnering with trusted advisors and embracing innovation while staying true to their community-focused mission, they’ve proven that small-town grocers can successfully navigate the challenges of modern retail.

Their story demonstrates that with the right partnership and a commitment to tradition and progress, independent grocers can survive and thrive in an increasingly competitive marketplace.

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Jeff Zimmerman
Director of Grocery Sales

As NCBP’s Director of Sales, Jeff focuses on building relationships with our Grocery/Retail customers, partners, and associates. He holds a deep belief that personal connections are an integral part of everyone’s success in business.

Jeff began his career in wholesaler management and as a general manager of an independent grocery chain. His retail expertise helped him quickly achieve sales success and grow our business at NCBP, and he now leads the continued success of our entire sales organization.

Kirk Benson
Director of Hospitality Sales

With 20 years of food and beverage technology experience, Kirk helps our customers deliver excellent hospitality and dining experiences while optimizing their business operations and financial performance.

Kirk leads the NCBP Hospitality sales team and builds relationships with partners to bring new technology solutions to hospitality and hotel industry clients across the U.S. He is a devoted supporter of the local restaurant and craft beverage scene, and he actively participates in industry groups and events.

Monica Laurent
Director of People and Culture

Monica joined NCBP in 2020 with over twenty years of leadership experience and is deeply committed to the associate experience. She is refining the company’s talent strategy with an emphasis on engagement, inclusion, and leadership development. Monica has earned her SPHR and SHRM-SCP certifications, is an active member of several HR associations, and volunteers for Twin Cities R!SE.

Matthew Swanson
Vice President of Operations

As a technology leader, Matt helps our associates, and our clients tackle their toughest business challenges. Matt has held several roles at NCBP and has focused on numerous process improvement, operational excellence, cybersecurity, and strategic technology initiatives.

Matt’s approach to leadership strives to balance a tenacious focus on results against making sure associates and their families are well-cared for. He is passionate about his family, and endeavors to build a team that allows his associates the space to achieve results while also achieving their desired work-life balance and personal objectives.

Before joining NCBP in 2008, Matt worked with MICROS Systems with their Leisure and Entertainment team. He holds multiple technical, project management, and process improvements certifications and advanced degrees focused on helping him build successful teams and drive results.

Over his career, Matt has worked with some of the largest operators in the industry and around the world, is passionate about helping them design and implement technology solutions that help achieve their goals, and has presented at multiple conferences and seminars on related topics. Matt also serves on the boards of directors of multiple industry and community organizations, and volunteers actively in the community.

Mark Olson
Board Member

Mark is a seasoned executive with extensive experience in technology and automation industries, most notably for his impactful leadership as President (1988-2014) and later President & CEO at APG Cash Drawer, LLC until his retirement. His multifaceted career demonstrates both technical expertise and strategic vision, leaving a lasting impact on the companies he has served and the industries he has influenced. Mark has brought his valuable insights to North Country as a board member since 2010.

Chelsey Paulson
Board Member

As a Culture Strategist & Business Growth Guide at Keystone Group International, Chelsey previously led North Country’s HR Team and has remained a dedicated Board member and ESOP Trustee. With experience chairing two boards and active participation on three, Chelsey brings her passion for creating lasting business impact through Strategic Foundation and Growth Strategy, Culture Evolution, Leadership Academies, and Executive Coaching. Her superpower of positive energy and commitment to continuous learning helps push North Country to break through growth ceilings and reach new heights.

Bruce Mann
Board Member

With over 45 years of management experience in the POS and Transaction Processing industries, Bruce brings exceptional expertise in operations, HR, product development, exporting, importing, multi-level distribution of hardware and software, marketing, business development, electronic payments, M&A, loyalty programs, integrated electronic payments, and integrated coupon programs. As one of the original Retail Solution Provider Association vendor BOD members, Bruce has been a frequent contributor to industry publications and presenter at industry events, in addition to serving on several NPO Boards.

Jim Freed
CEO and President

Driven by hands-on experience with technologies and his dedication to the people who use them, Jim cultivates a vision, organization, and work environment to enable our associates and customers to succeed and thrive.

Jim served in several key technology, service, support, and operational roles before becoming CEO and President of NCBP. He is a member of multiple partner advisory boards and enjoys fostering relationships, sharing best practices, and staying on top of industry trends.

Jandi Ketelsen
Sr. Director, Financial Services and Administration

During her more than 25 years at North Country, Jandi has worked across every facet of the organization’s accounting and financial systems, advancing to her current role as Vice President of Finance & Administration. 
 
An employee owner, she drives process improvement, strategic planning, strong partnerships, and associate development. Jandi’s business acumen includes leading cash flow, budgeting, inventory management, business operations, and North Country’s ESOPs. She is most proud of the team she has built and is especially passionate about the ESOP—where everyone has a stake in the outcome—and the culture it creates.