With the innovation in compact and affordable digital displays, the traditional printed shelf edge label has been replaced with digital labels where product information and price can be centrally changed. Because of the prohibitive cost of deploying power to the shelf, so far only low energy battery powered eInk based displays have gained anything close to mainstream adoption. The idea of being able to remotely deploy pricing changes without the large staffing costs still appeals to many retailers but for this technology to gain widespread adoption, it will need pricing to come down. Other interesting applications beyond basic pricing changes would be to display social proof data such as customer ratings and reviews and triggering personalised offers to phones as the customer browses the aisle.