At last week’s EuroShop trade show in Düsseldorf, Germany, Swedish firm Pricer showcased Avenue, a communications platform designed to deliver high-impact, shelf-edge experiences for prioritised areas of the store.

“The new platform supports our customers’ growing ambition to digitalise and elevate the in-store experience directly in the aisle,” said Magnus Larsson, CEO of Pricer. “Our goal is to make the shopping experience effortless and inspiring for shoppers, while unlocking new communication and revenue opportunities for retailers.”

He added that Avenue’s performance was further enhanced by its seamless integration with Pricer Plaza, a cloud-based ecosystem that complements the firm’s broader portfolio of electronic shelf labels (ESLs).

“Europe is our backyard, and it’s exciting to return to EuroShop to reconnect with long-time partners and give updates on Pricer Avenue, which recently completed its first live installation with East of England in the UK,” said Kajsa Blixth, chief commercial officer of Pricer.

During a roundtable discussion at the show, Blixth and Larsson joined Ralph Lenoire from Dutch supermarket chain Plus Retail to discuss the benefits of ESLs. Plus Retail operates 550 stores. The company partnered with Pricer in 2020 to deploy ESLs and the cloud-based Pricer Plaza operating system across 440 stores. Plus is now upgrading from three-colour ESLs to more attention-grabbing four-colour labels, among other enhancements.

In addition, the panel shared insights from independent research conducted with 5000 shoppers across the UK, Germany, France, Italy and the USA. These insights align with ongoing developments around Avenue, which enables physical retailers to turn every shelf into a communication vehicle, and to make the in-store experience as dynamic as online.

Pricer has identified five focus areas for retailers to keep in mind and prioritise to win at the shelf edge and future-proof their stores, which it says the Avenue platform supports.

First, Avenue elevates the aisle with its thin, sleek Scandinavian design and powered rail system that creates a clean, branded look. Its large-format floating canvas displays, formed by linking multiple ESLs, deliver richer storytelling and clearer product information helping shoppers make more confident decisions while reducing friction at the shelf.

Secondly, the platform transforms the shelf edge into a monetisable digital opportunity. Retailers can run dynamic, high-impact campaigns and give brands premium visibility exactly where purchasing decisions happen. Enhanced private-label presentation and immersive displays support higher engagement and conversion.

Thirdly, powered rail architecture provides continuous power with multiple power options and connectivity. Avenue supports future IoT devices, sensors and AI-driven products. Its modular, backwards-compatible design ensures long-term adaptability while reducing upgrade costs.

Fourthly, automation of price and promotional execution, along with instant LED alerts, support faster replenishment, picking and waste management. A snap-and-lock rail system enables quick, disruption-free adjustments, freeing staff to focus on higher-value tasks.

And, finally, with a battery-free design, Avenue reduces environmental impact and eliminates battery waste. Its modular construction supports refurbishment, recycling and long product life, reducing the need for replacement hardware across the shelf-edge ecosystem.

Founded in Sweden in 1991, Pricer (www.pricer.com) has delivered over 380 million ESLs in more than 28,000 stores across 80 countries.