ESL or electronic shelf label displays price information on a retail shelf through a small screen that is updated via a computer. ESLs have long been an appealing but elusive technology for supermarkets. Stores and chains have wanted to improve pricing accuracy and timing while dramatically lowering the high labor cost associated with price changes. In addition, they wanted the ability to change prices more frequently so they could either offer short-term promotions or make use of price optimization data. However, until today, no vendor had been able to produce an ESL at a reasonable price point with the right features. Many supermarkets have piloted various systems in the last decade, but they decided against deploying these systems due to high costs, complex installation, lack of effective promotional indicators, and the inability to deliver ROI beyond just labor and material savings.