Electronic Shelf Labels FAQs

Understanding electronic shelf labels 

What are electronic shelf labels? 

Electronic shelf labels (ESLs) are digital price tags that replace printed shelf labels. They display a retailer’s approved prices, promotions and product information at the shelf. Retailers set the prices; ESLs display them. 

Are electronic shelf labels and digital shelf labels the same thing? 

Yes. Electronic shelf labels (ESLs) and digital shelf labels (DSLs) are two names for the same technology. Both refer to digital tags used to display prices and product information in stores. 

How do electronic shelf labels work? 

Each label is linked to a product and receives information through the store’s wireless network. When a retailer approves a price update or schedules a promotion, the relevant labels receive the approved information. This replaces the process of printing new paper tags and replacing them individually. 

What is e-paper, and why is it used in ESLs? 

E-paper is a display technology with a paper-like appearance. It reflects surrounding light and uses energy to update the display, then retains the image without continuous power to the screen. This makes it well suited to clear shelf information and energy-efficient operation. 

Prices and promotions 

How do ESLs help keep shelf and checkout prices consistent? 

ESLs connect shelf information with a retailer’s pricing systems, helping the shelf display reflect the approved price used at checkout. They reduce the manual tag replacement steps that can create discrepancies and help stores correct outdated shelf information. 

Does every shopper see the same shelf price? 

Yes. An ESL displays a public shelf price that is visible to everyone in the aisle. The displayed shelf price is the same for every shopper. 

Who decides the prices shown on electronic shelf labels? 

The retailer decides the prices and promotions. ESLs display the approved information sent by the retailer’s systems. The label itself does not make pricing decisions. 

Are ESLs used for dynamic or surge pricing? 

ESLs are display technology, rather than a pricing strategy. They can receive updates, but they do not decide when or why a price is updated. Retailers determine their pricing policies and use ESLs to display approved prices, scheduled promotions and markdowns. 

How do electronic shelf labels display promotions and discounts? 

Retailers can use label layouts, colors and promotional messages to highlight approved offers. Scheduled promotions help stores display the relevant offer consistently, with fewer paper tags to print and replace. Available display features depend on the label model. 

Can electronic shelf labels help reduce food waste? 

Yes. ESLs make it easier to display retailer-approved markdowns on perishable products approaching their sell-by date. These offers can help shoppers find savings and help stores sell products that might otherwise go to waste. 

What should I do if the shelf price and checkout price are different? 

Ask a store associate to check the displayed price and the price charged. The retailer can investigate the discrepancy and apply its pricing policy. ESLs help reduce mismatches, but questions about a specific purchase should be addressed by the store. 

Store teams and shopper privacy 

How do ESLs affect the work of store associates? 

ESLs reduce the repetitive work of printing and replacing paper price tags. This gives associates more time to stock shelves, answer questions and help shoppers. Staffing decisions remain with each retailer. 

Do ESLs have cameras or collect personal shopper data? 

The ESL device itself does not have a camera, use facial recognition or collect personal shopper data. It displays pricing and product information. Other store technologies, such as apps, loyalty programs or cameras, are separate systems with their own functions and privacy practices. 

Do ESLs show a different price based on who is standing nearby? 

No. The ESL device does not identify the person standing in front of it or determine a price based on that person. It displays the retailer’s approved shelf price for everyone to see. 

Do shoppers need an app to read an electronic shelf label? 

No. Prices and product details shown on the label can be read directly at the shelf. If a retailer includes a QR code or another optional digital feature, shoppers can choose whether to use it. 

Learn more about Vusion electronic shelf labels or contact our team.