Pricer unveils targeted Pricer Avenue shelf-edge platform

Pricer has launched Pricer Avenue, a modular shelf-edge platform designed as a strategic alternative to comprehensive electronic shelf label (ESL) roll-outs. Rather than implementing a standardised system across an entire floor, the platform allows retailers to target high-impact areas such as premium aisles, branded bays, and promotion-heavy zones.

By focusing on these specific locations, brands and retailers can prioritise visual presentation and facilitate rapid campaign changeovers where they matter most. The system introduces a flexible rail and label format, encouraging retailers to treat the shelf edge as a dynamic communications surface rather than a mere labelling layer.

According to Finn Wikander, Pricer's Chief Product Officer, the strategy centres on "doing the right things in the right places" rather than universal application. Early pilots and feedback suggest that concentrating sophisticated shelf-edge communication in high-value zones provides a more engaging shopping experience and delivers significantly stronger returns for businesses.

Selective Deployment

The approach reflects a broader change in how retailers use digital signage and shelf-edge tools. Many chains still deploy electronic shelf labels primarily for pricing accuracy and labour savings. Pricer Avenue focuses instead on visual consistency, modular presentation and campaign execution in categories where retailers expect higher margins or heavier promotional activity.

Pricer described the platform as "battery-free", with continuous power and connectivity delivered through the rail. That design shifts the focus from individual labels to an infrastructure layer along the shelf edge. The company framed this as a base for future add-ons, including sensors and other in-aisle devices.

Label And Rail

The hardware comprises labels with an aluminium frame offered in multiple colours. Pricer said the labels have a slim bezel and a consistent height across a range of widths. The intention is that retailers can vary the amount of space given to price, product information and promotional messaging without breaking the visual line along the aisle.

The company has also introduced a snap-on, snap-off rail system. Retail staff can move, replace or reconfigure label elements without changing the shelf fittings. That matters most in areas with frequent range resets, end-cap changes and short promotional windows.

In grouped installations, the labels can present as a single "Floating Canvas" effect across the shelf edge. That configuration aims to create a continuous surface for coordinated messages across multiple products in a run, rather than isolated labels acting independently.

Design Options

Pricer Avenue includes options for customising the rail itself with different materials, finishes and colours. Retailers can also include logos, patterns and other brand elements along the shelf edge. That opens the door to tighter alignment between shelf presentation and supplier-funded campaigns, particularly in branded zones and premium categories.

"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, Pricer. "Retailers can start with targeted, high-impact deployments and expand selectively as their needs and strategies develop."

Pilots In Retail

Pricer refined the Pricer Avenue platform through a combination of iterative development, retail collaborations, and early pilot projects. The company also highlighted positive outcomes from independent consumer research, though specific figures and study parameters remain undisclosed. According to Pricer, retailers involved in these initial deployments have reported more robust promotional execution and improved shopper engagement within high-value store zones.

The East of England Co-op is one of the early adopters cited by the firm. As a regional co-operative managing a diverse portfolio of grocery and convenience stores, the business has prioritised technological investment in recent years. This latest implementation aligns with its ongoing focus on enhancing stock availability, ensuring pricing accuracy, and streamlining campaign management across its estate.

"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, East of England Co-op.

Commercial Model

The company is also signalling a commercial angle that extends beyond retail operations. Pricer said that treating selected shelf-edge zones as premium digital real estate could create new revenue opportunities through brand-led communications and promotional partnerships. In practice, that implies a closer link between shelf-edge infrastructure and the trading calendar, with suppliers seeking more control over how campaigns appear at the point of decision.

Unlike a traditional store-wide electronic shelf label deployment, a selective strategy may also reduce upfront costs and the scale of operational change. Retailers can install the platform in the parts of the store where they want higher-impact messaging, then extend coverage if results justify further investment.

Software Integration

Pricer Avenue integrates with Pricer Plaza, the company's cloud-native platform for centralised control and campaign execution. That link places the new shelf-edge hardware within the same management environment used for electronic shelf label updates and store communications.

"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."