Pricer Avenue pilot brings digital shelf edge upgrade

Pricer has completed its first pilot installation of Pricer Avenue, a shelf-edge communications platform, with East of England Co-op, a grocery retailer with 120 stores across the East of England.

The pilot ran in selected high-value areas and operated alongside the retailer's existing Pricer electronic shelf labels (ESLs). Both companies described the shelf edge as a key area for store performance, shopper experience and day-to-day operations.

Pricer Avenue uses larger-format digital displays at the shelf edge, extending the role of ESLs beyond price by adding more space for messaging. Pricer said this enables clearer in-aisle information and more prominent promotional communication at the point of decision.

Rob Smith, Technology Officer at East of England Co-op, said the pilot made an immediate difference in promotional locations.

"Avenue is bringing new energy to our key promotional areas. It's a big step toward delivering a store experience that's ready for the future," Smith said.

East of England Co-op also highlighted a feature called Floating Canvas, which Pricer describes as a shared display area that spans multiple labels. It links adjacent shelf-edge screens so retailers can present a single visual message across a section of shelving, rather than on individual labels.

"The new shared Floating Canvas feature opens up fresh ways to talk to customers. It lets us highlight specific products, deliver rich brand storytelling and drive promotional engagement - right at the shelf edge," Smith said.

Powered rail

Pricer Avenue is based on a powered rail system fitted along the shelf edge. The rail supplies continuous power to connected displays, and Pricer describes the design as battery-free.

The platform uses a modular approach, allowing retailers to add and change display elements in specific parts of a store. Pricer said it can support larger displays than standard ESLs, while linking multiple labels into a shared canvas creates new options for in-aisle campaigns and brand presentation.

Pricer positioned the system as a way to change how shelf-edge messaging works without adding to store workload. It also pointed to potential commercial uses for shelf-edge space, including brand-funded messaging.

Commercial focus

Finn Wikander, Pricer's Chief Product Officer, said completing the pilot was an important step in the company's product strategy for physical retail.

"Seeing Pricer Avenue live in-store and delivering value for a customer is an important milestone," Wikander said.

Wikander also outlined areas Pricer associates with shelf-edge upgrades, including shopper information, store execution and monetisation opportunities.

"It's designed to meet modern shopper expectations for more and better information, simplify in-store execution, and create new opportunities for branding and a new revenue stream at the shelf edge," he said.

The pilot comes as grocers and other retailers invest in digital signage and shelf-edge technology to modernise stores. ESLs have become common in large supermarket groups and convenience chains, supporting price updates and product data. Some retailers have also expanded their use to include unit pricing, promotions and stock information.

East of England Co-op already uses Pricer ESLs, suggesting the pilot extended an existing supplier relationship rather than involving a new vendor selection. Pricer did not disclose how many stores took part or the scale of installation at each location.

Following the pilot, Pricer plans further trials in Europe and Asia. It also expects to launch Pricer Avenue for sales at NRF 2026, where senior executives from Pricer and East of England Co-op are due to attend.