Electronic shelf labels (ESLs) are a technology that allows retailers to remotely update product prices and information displayed on shelves in real-time. ESLs have the potential to revolutionize the way retailers operate, but they also have significant implications for manufacturers:

1. Increased price transparency: With ESLs, retailers can quickly and easily change prices on the shelves, allowing consumers to see prices and compare products more easily. This could lead to increased price competition between manufacturers, as consumers will be able to see and compare prices more easily.
2. More efficient pricing strategies: Electronic shelf labels can make it easier for retailers to experiment with pricing strategies, such as dynamic pricing or personalized pricing, which could impact manufacturers. Retailers may be able to use data from ESLs to adjust prices based on factors such as demand, time of day, or location, which could impact manufacturers’ margins.
3. Increased demand for real-time data: With ESLs, retailers will have access to more real-time data about product sales, inventory levels, and consumer behavior. This could lead to increased demand for manufacturers to provide data in real-time, such as sales data, product information, or inventory levels, which could be used by retailers to optimize pricing and promotions.
4. Opportunities for targeted promotions: ESLs can make it easier for retailers to display targeted promotions or advertisements on the shelves. This could be an opportunity for manufacturers to partner with retailers to promote their products or launch new products.

ESLs have several advantages to retailers in addition to the ability to electronically update pricing:

• Increased accuracy: ESLs reduce the likelihood of errors that can occur with manual price changes. With ESLs, retailers can ensure that prices are accurate and up-to-date across all stores, which can improve the customer experience and increase customer satisfaction.
• Flexibility and agility: ESLs allow retailers to quickly and easily change prices or update product information, which can be especially useful in fast-changing markets or during promotions. Retailers can respond to changes in demand or supply without the need for time-consuming manual updates, which can help to reduce waste and improve inventory management.
• Enhanced customer experience: ESLs can improve the customer experience by providing more accurate and up-to-date product information. Customers can easily see product features, nutritional information, and other important details without having to search for them, which can improve their shopping experience and increase loyalty.
• Improved operational efficiency: ESLs can help retailers to streamline their operations by reducing the time and effort required for manual price changes. This can free up staff time for other tasks and reduce the risk of errors or inconsistencies in pricing.
• Sustainability: ESLs can help to reduce paper waste by eliminating the need for paper price tags or labels. This can contribute to a more sustainable retail environment and reduce the environmental impact of retail operations.

ESL is an attractive technology for retailers looking to improve their operations and enhance their competitiveness. Manufacturers that are able to adapt to these changes and provide data and support to retailers may be better positioned to succeed in the future.

David Shiller

David Shiller is the Publisher of LightNOW, and President of Lighting Solution Development, a North American consulting firm providing business development services to advanced lighting manufacturers. The ALA awarded David the Pillar of the Industry Award. David has co-chaired ALA’s Engineering Committee since 2010. David established MaxLite’s OEM component sales into a multi-million dollar division. He invented GU24 lamps while leading ENERGY STAR lighting programs for the US EPA. David has been published in leading lighting publications, including LD+A, enLIGHTenment Magazine, LEDs Magazine, and more.

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