How East of England Co-op Transformed the Shopper Experience with Pricer Avenue™

The journey toward the future of the shelf edge

East of England Co-op, one of the most popular retailers in the UK that has operated since 1844, has launched the world’s first pilot of the Pricer Avenue platform.

This project became the next step after the successful implementation of 500,000  Electronic Shelf Labels (ESLs) across 125 stores, helping the East of England Co-op transition from labour-intensive work to a paper-free workflow while targeting £1,000,000 in annual savings.

The solution that redefines the role of the shelf edge

Pricer Avenue™ is a modular, battery-free digital platform that transforms the traditional shelf edge into a high-impact communication channel.

While inheriting the reliability of traditional Electronic Shelf Labels (ESLs), Pricer Avenue™ redefines the category by enabling impactful content through the “Floating Canvas”, connecting multiple ESLs to create a larger, cohesive digital display, which enables more effective merchandising and in-aisle storytelling.  

Innovation focused on the shopper experience

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 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.

By implementing the Pricer Avenue platform, the East of England Co-op introduced a visually superior way to communicate with shoppers. Unlike standard digital tags, the new "Floating Canvas" labels provide a high-definition, high-contrast interface.

How it elevates the shopper journey:

• Effortless Shopping. The significantly larger, high-contrast digital displays ensure that every customer, including those with visual impairments or those shopping in low-light areas, can read prices and product details at a glance. This clarity reduces the cognitive load on the shopper, making aisle navigation a smoother, stress-free experience.
  
  

• Rich Storytelling. Today’s shoppers want to know more than just a price. They want to know the "who" and "where" behind their product. The "Floating Canvas" transforms the shelf edge from a static price tag into a dynamic information hub. By displaying clear nutritional highlights and "Local Producer" stories, the East of England Co-op empowers customers to make values-driven, informed decisions directly right at the point of purchase.

“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.”

A future-proof shopping environment

The success of this world-first pilot proves that the Pricer Avenue™ platform is more than just a retail tool; it is a benchmark in customer-centric innovation. By embracing this technology, the East of England Co-op has enhanced the shopper experience, creating one of the most reliable and visually engaging shopping journeys in the industry.

Thirty years after pioneering the first ESL, Pricer has redefined the philosophy of the shelf. Today, Pricer has evolved the shelf edge from a simple pricing tool into a strategic, sustainable, and creative in-store asset.

Do you want to transform the shopper experience for your stores? Then, fill out the form below and take the next step.