Where to buy electronic shelf labelling systems?

Electronic shelf labelling (ESL) systems have become something that a lot of retail businesses are looking into these days. The systems replace traditional paper price tags with digital displays that can be updated remotely. If you’re a retailer trying to figure out where to actually purchase these systems, there are several routes you can take, and honestly some of them work better than others depending on what kind of operation you’re running.

Direct from manufacturers

You can buy ESL systems straight from the companies that make them. Major manufacturers in this space include companies like SES-imagotag (they’re based in France but have operations in multiple countries), Displaydata (UK-based), Pricer (Swedish company), and Hanshow (Chinese manufacturer). Going direct to the manufacturer can sometimes get you better pricing if you’re buying in large quantities. We’re talking like 1,000+ labels typically. But for smaller retailers, the minimum order quantities from manufacturers might be too high.

Most of these manufacturers don’t actually sell to just anyone who calls them up. They work through distribution networks or they require you to go through certified partners. SES-imagotag for instance has a whole network of partners across different regions. You can find their partner list on their corporate website, though the information isn’t always current.

Authorized distributors and resellers

This is probably the most common way retailers end up purchasing ESL systems. Distributors like NCR Corporation, Diebold Nixdorf, and various regional technology suppliers carry ESL products from multiple manufacturers. The advantage here is that distributors can often provide better local support and they might have demo systems you can actually see working before you commit to buying.

Some retail technology companies that focus on point-of-sale systems have also started carrying ESL as part of their product lineup. Companies that already supply your POS equipment might be able to add ESL to your existing technology infrastructure, which can make integration easier.

Keep in mind that not all distributors carry all brands. You might find one distributor only works with Pricer products while another one exclusively sells Hanshow systems. This means you sometimes have to contact multiple distributors to compare different systems.

Regional differences matter

Where you’re located makes a big difference in terms of who you can buy from. In North America, companies like Trax Retail and VusionGroup (which is actually SES-imagotag’s parent company) have established distribution. In Europe, there are more options because ESL adoption happened earlier there. Asian markets, particularly in China and Japan, have their own dominant suppliers.

The regulatory requirements also vary. ESL systems use radio frequencies to communicate with labels, and different countries have different approved frequency bands. Systems sold in Europe might operate on different frequencies than those approved for use in the United States. The frequencies commonly used are 2.4 GHz (which is pretty much universal) and some proprietary sub-GHz frequencies. Make sure whatever system you’re looking at is actually approved for use in your country.

Things people don’t always think about when buying

The labels themselves are just one part of the system. You also need:

• Base stations or gateways that communicate with the labels
• Software to manage the pricing and product information
• Integration work to connect the ESL system to your existing retail management systems
• Installation services (unless you’ve got a technical team that can handle it)
• Ongoing support and maintenance

Some vendors bundle all of this together. Others sell components separately, which can get expensive fast when you start adding everything up.

Battery life is another consideration that impacts your total cost of ownership. Most ESL labels use batteries that last 5-7 years, but some cheaper systems might need battery replacements after 3 years. When you’ve got thousands of labels installed, battery replacement becomes a significant ongoing expense.

E-commerce and online marketplaces

You can find ESL systems on platforms like Alibaba and Made-in-China, particularly from Chinese manufacturers. Prices on these platforms are often lower than what you’d pay through official distributors. However, buying this way comes with risks. The warranty support might be limited or non-existent. Technical documentation might be poor or only available in Chinese. And if something goes wrong, you’re pretty much on your own.

Some retailers have had success buying from these platforms, especially for small pilot projects where they want to test ESL technology before making a larger investment. But for a full store deployment, most businesses end up going through established channels.

Getting quotes and comparing systems

There isn’t really a standard “list price” for ESL systems that you can just look up. Pricing depends on:

• Number of labels you need
• Type of displays (black and white vs. color, size of displays)
• Infrastructure requirements for your store
• Level of integration needed with existing systems
• Whether you need installation services

A rough ballpark is anywhere from $15 to $50+ per label, but that doesn’t include the gateway hardware, software licenses, or installation. For a medium-sized grocery store needing maybe 10,000 labels, you’re looking at a total project cost that could range from $200,000 to $500,000 or more.

Most vendors won’t give you firm pricing until they’ve done a site survey of your store. They need to understand your store layout, existing technology infrastructure, and specific requirements. This site survey process can take several weeks.

Recommendations for actually making this happen

Based on what we’ve seen work for other retailers, here’s a practical approach:

Start by contacting 3-4 authorized distributors in your region. Don’t just go with whoever responds first. Get them to provide references from similar retailers who have installed their systems. Actually call those references and ask about their experience – people are usually willing to share what worked and what didn’t.

If your store is part of a retail chain or buying group, check if there are any preferred vendor arrangements already in place. Some retail associations have negotiated group purchasing agreements for technology products including ESL systems.

Consider starting with a pilot installation in one department or one store location before rolling out across your entire operation. This gives you a chance to work out integration issues and train your staff without risking a complete failure across all locations.

The pilot phase typically takes 2-3 months to really evaluate properly. You need time to see how the system handles price changes during busy periods, how reliable the communication is between base stations and labels, and whether your staff can operate the system without constant technical support.

Support and maintenance considerations

ESL systems require ongoing technical support. When you’re evaluating vendors, find out:

• What kind of technical support is included? 24/7 or just business hours?
• Who handles repairs? Do you ship defective labels back or does someone come on-site?
• What’s the typical response time for system issues?
• Are software updates included or do they cost extra?

Some retailers have found that the lowest-priced system ended up costing more in the long run because the vendor support was inadequate. You end up paying for third-party technical help or spending your own staff time troubleshooting issues that should be covered under support.

Final thoughts

The ESL market keeps changing. New manufacturers enter the market regularly, and existing ones get acquired or change their distribution strategies. What was true about who sells what six months ago might not be accurate today.

Don’t rush the buying decision just because a vendor is offering a “limited time” discount. These systems are a significant investment and you’ll be living with your choice for years. Take the time to evaluate properly, see working installations if possible, and make sure the vendor can actually support you long-term.

Talk to other retailers in your area or in your retail segment. Industry trade shows like NRF (National Retail Federation) and EuroCIS usually have multiple ESL vendors exhibiting. Seeing the systems in person and talking to vendor reps face-to-face can help you understand the differences between systems better than just looking at spec sheets online.

The right answer for where to buy depends a lot on your specific situation – the size of your operation, your technical capabilities, your budget, and what level of support you need. There’s no single “best” source that works for everyone.