In an era where retail innovation is moving at lightning speed, few technologies have captured as much attention—and admiration—as Pricer Avenue™. This next-generation communication and display system by Swedish ESL (Electronic Shelf Label) pioneer Pricer AB is not just an incremental improvement. It is a complete rethink of how retailers interact with consumers at the shelf edge.
Following its shortlisting in the 2025 Retail Technology Innovation Awards and recognition in the Retail Systems Awards, Pricer Avenue™ is poised to redefine the landscape of in-store communication, combining real-time responsiveness with sustainability and a distinctly modern design aesthetic.
What Is Pricer Avenue™?
Pricer Avenue™ is a revolutionary shelf-edge platform that combines modular ESLs, powered rails, and advanced communication capabilities into a seamless system. Unlike traditional ESLs, which often function independently and rely on built-in batteries, the Pricer Avenue™ ecosystem is centralised, connected, and intelligent.
At its core is the Avenue Rail—a discreet, Scandinavian-designed track that powers and communicates with the labels. This rail transforms passive ESLs into active, dynamic touchpoints capable of delivering pricing, promotions, media content, and real-time updates directly at the point of purchase.
The modular nature of the Avenue Rail allows labels to be installed in various configurations. Individual labels can display standard price and product data, while clusters of connected labels create what Pricer calls “Floating Canvases“—wider, more visual displays for promotions, brand messages, or campaign storytelling.
Real-Time ESL Communication – Without Batteries
One of the most groundbreaking features of Pricer Avenue™ is its ability to operate without the need for internal batteries. In a sector where battery replacement for tens of thousands of shelf labels is both labour-intensive and costly, this innovation is a game-changer.
This has been achieved through a two-pronged approach:
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Powered Communication Rails: The Avenue Rail supplies both power and data to the labels. This eliminates the need for wireless battery-powered communication, enabling lightning-fast updates in real time.
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Light-Harvesting Technology: Partnering with Epishine, a Swedish leader in organic solar cell development, Pricer has integrated ambient light–powered ESLs. These ESLs harvest indoor lighting to generate enough energy to function continuously—sustainably and maintenance-free.
This combination of power efficiency and real-time performance brings a new standard to shelf-edge digitisation, addressing long-standing industry pain points around latency, maintenance, and environmental impact.
Why This Matters for Retailers
In the words of Pricer’s management, “We’re not just replacing paper labels with digital ones; we’re transforming the shelf into a live communication channel.” That’s no exaggeration. Pricer Avenue™ enables:
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Real-time pricing and promotions, synchronised with backend systems.
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Dynamic in-store campaigns that can be scheduled, targeted, and personalised.
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Retail media monetisation at the shelf edge—brands can advertise directly where buying decisions are made.
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Data integration with stock systems, cameras, and sensors for planogram compliance and shelf vision analytics.
Retailers can now merge the efficiency of online pricing automation with the emotional engagement of in-store shopping—bridging the gap between e-commerce and physical retail.
Design Meets Functionality
Pricer Avenue™ has also won praise for its minimalist and ergonomic design. Developed by renowned designer Nikolaus Frank, the rail system and labels adopt a sleek, Scandinavian aesthetic with a focus on readability, anti-glare materials, and modularity.
Each element—from the magnetic locks to the clarity of the e-ink displays—has been refined for durability, flexibility, and visual appeal. This design ethos ensures that the technology integrates seamlessly into any store layout, whether it’s a high-end food hall or a discount retailer.
Award-Winning Innovation
The industry has taken notice. Pricer Avenue™ was recently shortlisted for the 2025 Retail Technology Innovation Awards, in the highly competitive category of Customer Experience and Retention. Judges praised the system’s potential to “radically enhance shopper experience while improving operational efficiency.”
In addition, it is a finalist at the 2025 Retail Systems Awards for In-Store Technology of the Year, further solidifying its status as one of the most anticipated and impactful solutions in retail innovation.
Sustainability at Its Core
In an age where ESG (Environmental, Social, and Governance) metrics are becoming central to every major retailer’s strategy, Pricer Avenue™ checks all the boxes. Its battery-free operation and reliance on light-powered ESLs significantly reduce e-waste and energy consumption. The durable nature of the rail and labels also lowers long-term costs and replacement frequency, making it both ecologically and economically sustainable.
The Road Ahead
As retailers gear up for 2025 and beyond, the question is no longer if digital shelf technology will be adopted—but how fast and how deep. Pricer Avenue™ appears well positioned to lead this evolution.
With the first deployments underway in European pilot stores, and high interest from global supermarket chains, the rollout of Pricer Avenue™ could mark a defining moment for in-store communication technology.
At its essence, the system transforms the shelf from a static space into an intelligent, interactive, and monetisable surface—an avenue for pricing, messaging, data, and sustainability all in one.