As the dust settles on another lively Retail Technology Show, which debuted at its new home ExCeL London this year, one thing is clear - the physical store is no longer playing catch-up to ecommerce, it’s redefining the rules of engagement.
From smart automation to immersive in-store retail media, this year’s event showcased the technologies that are turning traditional retail spaces into connected, responsive ecosystems.
1. In-store communication brings the store to life
While AI, retail media and loyalty innovation all made headlines, Pricer stood out for championing a vision of the store not as a static point of sale, but as a dynamic engine for profitability, operational efficiency and customer connection.
This innovation is the result of the integration of multiple technologies and greater collaboration between technology partners, with the result that communication in store and across the supply chain is bringing new dynamism to the allocation, assortment and replenishment of products.
2. The aisle as the next big digital touchpoint
For years, Electronic Shelf Labels (ESLs) were seen as a back-office efficiency tool, useful for automating price updates and freeing up staff. But what came through strongly at this year’s show is how ESLs have graduated to core store strategy. In the hands of Pricer and its partners, the aisle is becoming the frontline of retail innovation.
By integrating with AI, cloud-based platforms and real-time data feeds, today’s ESLs can respond to events as they happen, adjusting pricing across thousands of SKUs in seconds, running hyper-local promotions and even pushing targeted messages to loyalty apps and screens.
This agility isn’t just about convenience; it’s about survival in a landscape where shopper behaviours, competitor moves and supply chain events can all change in a flash.
3. From labour crunch to labour leverage
With retailers across the UK and beyond grappling with rising labour costs and a shortage of frontline staff, many conversations at the show revolved around automation, not as a way to replace humans, but to empower them.
Pricer Plaza is a powerful example. By eliminating repetitive manual tasks including re-tagging and stock checks, stores can redeploy their teams to focus on higher-value, customer-facing roles.
The result is greater productivity, better service and higher job satisfaction, particularly important as younger workers look for more meaningful roles in retail. For instance, East of England Co-op has already boosted labour productivity by 70% with an ESL solution from Pricer.
As Pricer’s Chief Product Officer, Finn Wikander, put it during the show:
Automating store operations doesn’t just cut costs, it unlocks time for human connection. That’s where real value is created
Watch the highlights from the show!
4. Dynamic pricing becomes reality
One of the most talked-about themes at RTS 2025 was dynamic pricing, not as a distant dream, but as a tangible opportunity. Retailers are already experimenting with adjusting prices based on demand patterns, local events or even the weather. But the key is execution.
With real-time ESLs powered by Pricer, price changes can be executed accurately and consistently across an entire estate. What used to take hours now takes minutes, and what used to be theoretical now becomes actionable.
By combining shelf-edge data with external signals and AI recommendations, Pricer’s technology enables retailers to shift from reactive pricing to proactive strategy. That’s not just about selling more, it’s about protecting margins, reducing waste and staying competitive without relying on the same discounting tactics used by most competitors.
5. Waste not, win more
Sustainability was another major thread at the show, with grocers especially focused on food waste. Here too, shelf-edge technology is proving its worth.
By tracking stock levels in real-time and surfacing expiring items to the right customers at the right moment, Pricer Plaza system helps retailers make smart markdowns that reduce waste and boost conversion.
As part of new initiatives in grocery stores, data from ESLs on perishable items is constantly monitored so that, as they get closer to sell/use by dates, discounts are automatically applied in order to stimulate a sale, thus cutting down on waste.
6. Retail Media - a new frontier for the store
Tesco, Boots and others all made waves with their Retail Media innovations in 2024, and the message coming from RTS was loud and clear; in-store is the new premium ad space.
As retailers look to monetise their physical footprint, the aisle becomes the perfect platform. With Pricer’s ESLs able to display not just price, but digital content, promotions and brand messages, they form a bridge between the online and offline worlds.
Imagine a shopper walking down a store aisle, seeing a personalised offer triggered by their loyalty app, with that same promotion reinforced on nearby signage. It’s no longer science fiction, it’s the future of impulse purchasing.
7. A connected vision for retail’s future
The connected store - one that merges pricing, inventory, media and customer data into a single ecosystem - was the dominant vision at this year’s show. And while many vendors offered pieces of the puzzle, Pricer’s platform quietly stitched the threads together.
From AI-powered pricing to sustainable stock rotation, from staff empowerment to in-store media, the shelf is no longer a passive fixture. It’s active, intelligent and increasingly essential.
As UK retailers navigate rising costs, margin pressure and changing customer expectations, it’s these kinds of real-world, real-time solutions that will separate the innovators from the also-rans. And if the buzz at RTS was any indication, the store is about to get a major upgrade.
What's next? Reach out to our experts and we will help you improve your store's in-store communication. Contact us today!
