East of England Co-op has wrapped up its first trial of a platform built to power digital experiences at the shelf edge.

The platform, developed by Pricer, adds larger digital displays at shelf level, aiming to support clearer communication, more effective promotions and better customer service within aisles.

It is built around a battery-free powered rail system that provides continuous power directly through the shelf edge.

The new modular design system aims to support larger, more impactful displays and the visual connection of multiple labels in a single shared space, ultimately increasing brand presence and customer engagement in aisles without increasing operational complexity.

The pilot project has been implemented in “high value-added areas” of stores, Co-op said.

The success of the pilot project confirms that the platform is ready for commercial development in 2026, said Pricer.

Further pilot projects will follow shortly in Europe and Asia.

Rob Smith, technology manager at East of England Co-op, said the platform brings “new energy” to the cooperative's key promotional areas.

"The new shared Floating Canvas feature opens up fresh ways to talk to customers,” he added. “It lets us highlight specific products, deliver rich brand storytelling and drive promotional engagement – right at the shelf edge.”

East of England Co-op is a 120-store grocery retailer operating across the East of England.

The move complements the East of England Co-op's existing use of Pricer electronic shelf labels (ESLs) platform in over 120 grocery stores in the East of England.

Launched in March 2024, the installation of the cloud-based platform enables Co-op to centrally manage and control pricing, product information and promotions across all shelf labels in connected stores, the retailer said.The ESL technology was integrated to eliminate the need to manually update information and reduced the risk of errors to boost efficiency and allow staff to focus on other tasks.

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