Pricer, a leading global retail technology company, unveiled Pricer Avenue™, At NRF in New York in January. Pricer Avenue is a battery-free, shelf-edge platform designed to elevate the role of traditional electronic shelf labels (ESLs). Combining Scandinavian design, modular flexibility and intelligent connectivity, Pricer Avenue reimagines the shelf edge as a premium communication platform – while encouraging retailers to deploy it selectively, where it delivers the greatest commercial and experiential value.
Rather than positioning Pricer Avenue as a universal replacement for ESLs across the entire store, Pricer is advocating a use-case-led approach. The platform is designed for targeted deployment in high-margin categories, premium aisles, single-brand environments and high-promotion zones, where enhanced communication, aesthetics and flexibility can directly influence shopper engagement, brand perception and performance.
“Pricer Avenue is not about doing everything, everywhere,” said Finn Wikander, Chief Product Officer at Pricer. “It’s about doing the right things in the right places. Our pilots and customer discussions consistently show that retailers see the strongest impact when they focus on high-value zones, where better shelf-edge communication genuinely enhances the shopping experience and drives returns.”
A reimagined label for premium shelf-edge communication
At the heart of Pricer Avenue is a completely rethought label design. Crafted with an aluminium frame available in multiple colours, each label features an exceptionally slim bezel that elevates both aesthetics and clarity. The result is a clean, modern look that transforms cluttered aisles into premium, branded spaces without overwhelming the shelf.
Available in four different widths with a consistent height, the labels allow retailers to tailor shelf-edge communication to specific use cases – whether highlighting promotions, supporting branded storytelling or delivering clearer pricing and product information.
A new snap-on, snap-off rail system enables labels and communication elements to be adjusted quickly as ranges, promotions or layouts change, without disrupting the shelf itself. This makes the system particularly effective in dynamic retail zones where speed, accuracy and visual consistency are essential.
When deployed together, the labels can also form a joint ‘Floating Canvas’, turning the shelf edge into a seamless digital surface that enables richer in-aisle storytelling and more impactful merchandising in carefully selected areas of the store.
The rail as a powered, ecosystem-ready platform
Beyond the label, Pricer Avenue turns the rail itself into a powered, ecosystem-ready communication platform. Continuous power and connectivity eliminate the need for batteries, while enabling future integrations beyond traditional ESLs – from advanced sensors to new in-aisle experiences as retailer strategies evolve.
Retailers can customise the rail with different materials, colours and finishes, integrate logos or patterns, and align shelf-edge design with brand and campaign objectives.
“By powering the rail, not just the label, we’re giving retailers a platform they can build on over time,” said Chris Chalkitis, Chief Technology & Digital Officer at Pricer. “Retailers can start with targeted, high-impact deployments and expand selectively as their needs and strategies develop.”
Proven in pilots, designed for commercial deployment
Pricer Avenue has been refined through extensive development, retailer collaboration and early pilot projects, supported by independent consumer research. Retailers involved in early deployments report stronger promotional execution and positive shopper engagement in high-value areas.
“Pricer Avenue is transforming the shelf-edge experience in our stores, particularly when it comes to driving promotions in key high-margin zones,” said Rob Smith, Technology Officer at East of England Co-op, one of the UK’s largest regional co-operative retail groups.
By focusing on selective, high-value use cases, Pricer Avenue enables retailers to create premium aisle experiences that improve clarity, strengthen brand presence and increase shopper confidence. At the same time, it allows retailers to treat chosen shelf-edge zones as premium digital real estate, opening up new revenue opportunities through brand-led communications and promotional partnerships.
Its modular, future-proof design ensures retailers can adapt faster and smarter, integrating new sizes, features or capabilities over time – without committing to a full-store rollout from day one.
Pilots and next steps
Pricer Avenue was showcased at the National Retail Federation (NRF) Big Show in New York, and will feature at both Euroshop (February 22-26) and the Retail Technology Show, (April 22-23) with additional pilot projects rolling out during 2025. Fully integrated with Pricer Plaza™, Pricer’s cloud-native platform for centralised control and campaign execution, Pricer Avenue enables consistent, high-quality shelf-edge communication at scale.
“Pricer Avenue is a strategic investment,” added Wikander. “When retailers identify the right use cases, the shelf edge becomes a powerful driver of experience, engagement and long-term growth.”
