As a journalist specialising in the supermarket industry, I thought one visit to the Pricer stand at EuroShop 2026 would be enough. I was wrong. The technology on display was so compelling that I returned for a second visit — and it proved just as fruitful, providing deeper insights into a retail innovation that is reshaping the way supermarkets operate.
Pricer’s Avenue™ solution transforms traditional store aisles into dynamic digital real estate, helping supermarkets optimise pricing, engage shoppers at the point of decision, and reduce operational inefficiencies. Walking through the stand, it became clear that these tools are no longer experimental — they are becoming essential for retailers looking to compete in a fast-changing market.
Electronic Shelf Labels: Ten Years in the Making, Now a Necessity
Electronic shelf labels (ESLs) have been around for more than a decade, yet adoption has been slower than expected. Today, however, supermarkets across Europe, the Middle East, and beyond are rushing to implement the technology, recognising that digital pricing is no longer optional but a strategic necessity.
During my visit, I saw firsthand how ESLs can instantly update prices, promotions, and product information, reducing errors and freeing staff from time-consuming manual updates. The speed and accuracy ESLs provide are critical in today’s environment, where consumer expectations and competitive pressures are constantly evolving.
Immersive Experiences with the Floating Canvas
The Floating Canvas remains one of Pricer’s standout innovations. By turning static shelves into interactive, branded storytelling spaces, it creates an immersive experience that captures shoppers’ attention at the moment of purchase. Combined with the stability and reliability of the powered rail system, these solutions demonstrate that advanced digital technology can be seamlessly integrated into everyday supermarket operations without disruption.
On my second visit, I had the opportunity to explore more nuanced applications — from displaying real-time promotions and stock information to enhancing in-store marketing campaigns. The potential for improving operational efficiency, reducing costs, and driving incremental revenue is clear.
Lessons for Retailers
My visit was incredibly educational. It reinforced that technology adoption is not just about having the latest gadgets; it is about redefining store operations, engaging consumers, and staying competitive. Supermarkets that fail to implement ESLs and other digital solutions risk being left behind, while those that embrace them can enhance efficiency, strengthen the customer experience, and unlock new revenue opportunities.
Pricer Avenue™ is more than a display of innovation; it is a blueprint for how technology can transform retail in practical, measurable ways. For retailers and technology providers alike, the message is clear: the industry is evolving rapidly, and those who keep pace will thrive.
A Second Visit Well Spent
Returning to the stand a second time allowed me to fully appreciate the depth and flexibility of the technology. Every demonstration, conversation, and example illustrated that retailers today need to think strategically about digital integration, not only for marketing purposes but for operational excellence.
In conclusion, my time at the Pricer stand at EuroShop 2026 was not only informative but inspiring. For anyone following the evolution of supermarkets, it was a vivid reminder that digital transformation is here, ESLs are central, and innovation is moving faster than ever.
By Riad Beladi