East of England Co-op has completed a pilot installation of a new shelf-edge communications platform from Pricer, digitalising in-aisle experiences for shoppers while improving operational effectiveness across its store estate.

The retailer trialled the Pricer Avenue solution – a platform which powers the shelf-edge – across high-value zones within its stores, allowing it to complement its existing use of Pricer electronic shelf labels (ESLs). This has enabled East of England Co-op to offer clearer communication, more effective promotions and richer information at the point of purchase.

Rob Smith, Technology Officer at East of England Co-op, said the pilot had brought “new energy to key promotional areas,” adding that it’s “a big step towards delivering a store experience that’s ready for the future.” 

“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,” he added.

Pricer Avenue, which was launched as a concept at NRF 2025, is built around a battery-free, powered rail system that delivers continuous power directly through the shelf-edge. The modular design supports larger, more impactful displays, while retailers can choose to link multiple labels into a ‘shared canvas’, opening up new possibilities for brand engagement without increasing operational complexity.

“Seeing Pricer Avenue live in-store and delivering value for a customer is an important milestone,” said Finn Wikander, CPO at Pricer. “It’s designed to meet modern shopper expectations for better information, simplify in-store execution and create new opportunities for branding and new revenue stream[s] at the shelf edge.”

Pricer will be showcasing the Avenue platform at NRF 2026. Exhibiting on Booth #6229 (Level 3), the shelf-edge communications specialist, will be unveiling solutions to meet growing consumer demand for clarity, transparency, sustainability and enhanced in-store experiences.