Brick-and-mortar retailers are using electronic shelf labels. Once a store adopts digital displays, one person, rather than an army of persons, can quickly update the prices on thousands of products in multiple locations. The increased use of electronic shelf labels is changing the in-store experience. This has become popular in Europe over the last decade. Pricer is the Stockholm-based market leader in digital pricing displays. The need to compete with online e-commerce sites has accelerated the pace of electronic shelf labels. It allows a store to change the prices quickly. It can be integrated to smartphones applications. There are price changing algorithms used by merchents to keep pace with the competition. There would not be a gap between the store price and online price. It leads closer to perfect market conditions.

The discrepancies in prices the consumers face at the check out counter is eliminated. There are reduced number of complaints, returns and cancellations. Many employees who were pasting price labels manually are freed from the chore. There are some problems too — customers keep on waiting for the price change on the lower side before they buy. Amazon makes price changes all day long. As a matter of policy, a store may open with lowest prices. After 5 minutes, there is no guarantee how the prices will move.