Pricer launches commercially ready Avenue at NRF 2026 following pilot trial

Pricer is announcing the sales launch of Pricer Avenue, its new shelf-edge communication platform, at the National Retail Federation (NRF) flagship event in New York this week.

First introduced as a concept last year, the powered rail solution has since undergone development and pilot testing and is now commercially ready for deployment.

It integrates into the Pricer Plaza cloud ecosystem and complements the company’s wider electronic shelf label (ESL) portfolio.

“Avenue is the communications platform of the future, and the response from the market has been extremely positive, shaped by deep discussions, collaborative input sessions and workshops with several major retailers throughout the year,” says Finn Wikander, Pricer’s Chief Product Officer.

“The highlight, of course, was our pilot in the UK – and after optimising every detail we’re ready for the commercial launch at NRF 2026. Our independent research with 5,000 consumers also shows clear demand for better information and a more immersive in-store experience. Pricer Avenue delivers exactly that, and early trials provide strong validation.”

“Pricer Avenue is transforming the shelf-edge experience in our stores, especially when it comes to driving promotions in key high-margin zones,” says Rob Smith, Technology Officer at East of England Co-op, one of the UK’s largest regional co-operative retail groups with 120 stores.

2026 RTIH Innovation Awards

In-store technology will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.