Electronic Shelf Labels Leave Me Squinting

Depending on where you live and where you shop you’ve probably run across a store or two that may now be using Electronic Shelf Labels to display product prices. I’ve seen them in the several different grocery stores I shop. There are some interesting concerns about these that I’ll get into below, but first I want to address what I see. Or can’t. 

I understand that these new labels will make it easier for stores to change prices. No more paper signs, or employees cluttering up the aisles while slapping on new price tags. (Blocking store aisles is lately reserved for the carts gathering items for people doing curbside pickup or Instacart.) 

What these Electronic Store Label’s don’t do is make it easy on customers. Especially those of us with older eyes who can hardly read the fine print. Also those of us with older knees and hips who have a tough time bending down to read the tiny print on lower shelves.

I fall into both categories. I have always carried a pair of reading glasses with me when I grocery shop, but even with those I can’t read the pricing info placed so close to the floor.

I’ve spoken with several store managers about this, all of whom seem sympathetic as they shrug their shoulders blaming corporate bosses for the change. 

I’ve resorted to taking pictures with my smartphone so I can check the info, which I guess isn’t necessarily a bad thing, But it is an inconvenient one. I find this move as distinctly inconvenient and as unpleasant a shopping experience as I did when stores all moved to self-checkout as their preferred way of moving customers through checkout lines like cattle. 

The other issues I spoke about earlier are concerns some have about how the ease of changing prices could affect consumers. Think surge pricing or dynamic pricing based on the time of day or popularity of a product. That’s bound to happen somewhere. (Don’t ever put anything beyond the imagination of bean counter.) 

Of course we’ll probably also see technical difficulties causing confusion. Check out this one. 

I’m reasonably sure that’s not a Rock Creek Bike costing $112 somehow misplaced in the processed cheese aisle that’s causing blank displays all around.

I’m sure we’ll hear more about this as Electronic Shelf Labeling becomes more widespread. But in the meantime, give customers a break with the tiny print in places to difficult to read. 

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