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Electronic Shelf Labels: Prototype Development and Validation Using a Design Science Approach

For retailers, the ability to effectively manage dynamic pricing strategies is critical for various objectives such as managing customer demand, responding to competitors’ pricing tactics, achieving internal price communication, maintaining multi-channel price integrity, and ultimately, maximizing revenue and profitability. In recent years, several retailers are relying on the use of electronic shelf labels for managing displayed prices in a dynamic manner. However, there has been very little research on the design and utility of electronic shelf labels. Addressing this gap, the current study outlines a systematic approach for designing effective electronic shelf label systems and develops a research agenda for advancing research in this emergent domain. Specifically, following design science principles, we design a prototype of an electronic shelf label system that uses asymmetric transmission power between a gateway and electronic shelf labels, and validate its performance in an urban marketplace. Subsequently, we develop a set of actionable recommendations for enhancing theory and practice in this domain.