Retail tech company Pricer has on Wednesday announced the successful completion of its first pilot installation of Pricer Avenue, an innovative communications platform delivering high-value, shelf-edge digital experiences, in partnership with East of England Co-op.
Positioned at the heart of physical retail, the shelf edge is increasingly the new frontline for store performance, customer experience, and daily operations. The pilot was deployed across high-value in-store zones and complements East of England Co-op’s existing use of Pricer electronic shelf labels (ESLs).
Pricer Avenue adds a larger-format displays, powered shelf-edge layer that extends ESL functionality beyond pricing – supporting clearer communication, more effective promotions, and richer in-aisle communication at the point of decision.
“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,” said Rob Smith, technology officer at East of England Co-op, 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.”
Pricer Avenue is built around a battery-free, powered rail system that delivers continuous power directly through the shelf edge. The modular design supports larger, more impactful displays and the visual linking of multiple labels into a shared canvas – opening new possibilities for campaigns, brand presence, and in-aisle engagement without increasing operational complexity.
“Seeing Pricer Avenue live in-store and delivering value for a customer is an important milestone,” said Finn Wikander, chief product officer at Pricer. “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.”
Following this successful pilot, Pricer will shortly launch additional pilots in Europe and Asia.