Pricer's New Platform Turns Supermarket Shelves into Dynamic Digital Canvases

STOCKHOLM, Sweden – January 07, 2026 – By Stephanie Kelly

Swedish retail technology pioneer Pricer, in partnership with UK grocery retailer East of England Co-op, has announced the successful completion of the first-ever live store pilot for Pricer Avenue™, a groundbreaking communications platform set to transform the retail shelf edge. The pilot, conducted in a live grocery environment, validates the technology's readiness for a full commercial deployment scheduled for 2026 and signals a major shift from static digital price tags to dynamic, interactive in-store experiences.

The announcement confirms that the shelf edge, long the silent frontline of physical retail, is being reimagined as a central hub for customer engagement, operational efficiency, and new revenue generation. This move comes as the global market for electronic shelf labels (ESLs) is projected to surge, with some estimates predicting growth from approximately $2 billion in 2025 to over $7 billion by 2033, reflecting a compound annual growth rate (CAGR) of around 17%.

A Glimpse into the Future of the Retail Shelf

Pricer Avenue™ moves far beyond the traditional function of an ESL, which primarily displays price and basic product information. The system is built around a revolutionary battery-free, powered rail that delivers continuous power and data directly through the shelving itself. This core innovation eliminates the significant operational cost and environmental waste associated with managing and replacing batteries across thousands of labels.

The pilot at East of England Co-op, which operates 120 stores and already utilizes Pricer's standard ESLs, was deployed in high-value promotional zones. The new platform introduces larger-format, high-resolution displays that can be visually linked together to create a seamless “Floating Canvas.” This unique feature allows retailers to create expansive, eye-catching digital displays for promotional campaigns, rich brand storytelling, and enhanced in-aisle communication, all managed centrally and updated in real-time.

Rob Smith, Technology Officer at East of England Co-op, lauded the platform's immediate impact. "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 stated in the announcement. He specifically highlighted the platform's unique capabilities, adding: "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."

This functionality allows a retailer to transform an entire section of an aisle into a single, cohesive digital narrative, a capability that sets it apart from competing solutions which often rely on individual, battery-powered labels.

Unlocking New Revenue and Operational Efficiency

The strategic importance of Pricer Avenue™ lies in its dual ability to enhance operational efficiency while simultaneously creating new, high-value revenue streams. For retailers, the business case extends far beyond simply automating price changes.

Operationally, the battery-free design is a game-changer. East of England Co-op had previously reported a 70% reduction in labor time for label maintenance and a 50% cut in printing costs after implementing Pricer's standard ESLs. The Avenue platform builds on this efficiency by completely removing the need for battery lifecycle management, freeing up store associates to focus on customer service and other value-added tasks.

More significantly, the platform positions retailers to capitalize on the booming in-store retail media market. As brands seek more effective ways to influence consumers at the point of decision, the dynamic shelf edge becomes premium advertising real estate. Projections show U.S. in-store retail media ad spend growing from $370 million in 2024 to over $1 billion by 2028. Pricer Avenue™ provides the infrastructure for retailers to sell this space, running targeted video ads, displaying promotional content for CPG partners, and offering interactive digital coupons directly where shoppers make their choices.

"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," said Finn Wikander, Chief Product Officer at Pricer. This monetization of the physical shelf bridges a critical gap between the data-rich world of e-commerce advertising and the traditionally static environment of brick-and-mortar stores.

Sustainable Innovation at the Core

In an era where environmental, social, and governance (ESG) criteria are increasingly influencing corporate strategy and investment, Pricer Avenue’s sustainable design offers a compelling advantage. The elimination of batteries across potentially hundreds of millions of labels globally represents a massive reduction in electronic waste and the hazardous materials contained within.

Further enhancing its green credentials, Pricer has integrated cutting-edge light-harvesting technology developed in partnership with Epishine. This allows the shelf labels to be self-powered by capturing energy from standard indoor lighting, drastically reducing the system's overall energy consumption and contributing to a lower carbon footprint for the retailer. This focus on sustainability provides a dual benefit: it aligns with consumer demand for eco-conscious brands and delivers long-term operational savings by minimizing energy and maintenance costs.

From Pilot to Global Rollout

The successful validation with a forward-thinking retailer like East of England Co-op marks a critical milestone for Pricer. It proves the technology is not just a concept but a robust, value-adding solution ready for the rigors of a live retail environment. With this success in hand, Pricer is moving confidently toward a full commercial launch.

The company announced that additional pilots are launching shortly in other key markets across Europe and Asia, further refining the platform ahead of its official sales debut. The full, global rollout of Pricer Avenue™ is scheduled for the NRF 2026 retail conference, where the company's leadership, along with Rob Smith of East of England Co-op, will be present to demonstrate the platform's capabilities to the wider industry. This launch will officially make the technology available to retailers worldwide, heralding a new standard for what is possible at the most critical point of conversion in physical retail.