Pricer partners with East of England Co-op in UK for first Avenue platform pilot

Pricer reports completion of its first pilot installation of Pricer Avenue, a communications platform delivering shelf-edge digital experiences, in partnership with East of England Co-op, a 120-store grocery retailer operating in the UK.

The pilot was deployed across high value in-store zones and builds on East of England Co-op’s use of Pricer electronic shelf labels (ESLs).

Pricer Avenue adds a larger format displays, powered shelf-edge layer that extends ESL functionality beyond pricing, with the aim of supporting clearer communication, more effective promotions, and richer in-aisle communication at the point of decision.

“Avenue is bringing new energy to our key promotional areas. It’s a big step toward delivering a store experience that’s ready for the future,” says Rob Smith, Technology Officer at East of England Co-op.

“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.”

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

Pricer says that it will be shortly launching additional pilots in Europe and Asia.

2026 RTIH Innovation Awards

ESLs 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.