Electronic shelf label system, that comprises at least one first screen and at least one second screen, wherein each of said screens has a display area and is adapted to display video content represented by video data, and a first display device that is connected with the at least one first screen and adapted to receive the video data, and a second display device that is connected with the at least one second screen and adapted to receive the video data, and a server that is adapted to deliver a shelf label display information to the first and second display devices (6A, 6B) that are controlled by the server to display said shelf label display information on their screens, and a remote-control device that is different from the server, wherein each of said display devices (6A, 6B) comprises a position-control interface that is adapted to receive label positioning data transmitted from the remote-control device, wherein said label positioning data define a position of a shelf label display information in the display area of said at least one screen connected to it, wherein each of said display devices (6A, 6B) is adapted to deliver said video data to said at least one screen connected to it and to embed the shelf label display information in accordance with the received label positioning data in the video content that is delivered to said at least one screen connected to it, characterized in that said remote-control device is realized as a tablet computer with a touch screen and comprises a remote-control interface that is compatible with the position-control interface of the display devices (6A, 6B), wherein the remote-control device is adapted to receive the video data and to display on its touch screen said video content as a background video together with a representation of the display areas of said screens and a representation of said shelf label display information within said display areas, and wherein the remote control device is adapted to detect a user interaction regarding the movement and / or positioning of one of the representations of the shelf label display information on the touch screen, and to generate the label positioning data therefrom, and to transmit the label positioning data directly to the display device (6A, 6B) concerned over its remote-control interface, without the interaction or involvement of said server. a first display device that is connected with the at least one first screen and adapted to receive the video data, and a second display device that is connected with the at least one second screen and adapted to receive the video data, and a server that is adapted to deliver a shelf label display information to the first and second display devices (6A, 6B) that are controlled by the server to display said shelf label display information on their screens, and a remote-control device that is different from the server, wherein each of said display devices (6A, 6B) comprises a position-control interface that is adapted to receive label positioning data transmitted from the remote-control device, wherein said label positioning data define a position of a shelf label display information in the display area of said at least one screen connected to it, wherein each of said display devices (6A, 6B) is adapted to deliver said video data to said at least one screen connected to it and to embed the shelf label display information in accordance with the received label positioning data in the video content that is delivered to said at least one screen connected to it, characterized in that said remote-control device is realized as a tablet computer with a touch screen and comprises a remote-control interface that is compatible with the position-control interface of the display devices (6A, 6B), wherein the remote-control device is adapted to receive the video data and to display on its touch screen said video content as a background video together with a representation of the display areas of said screens and a representation of said shelf label display information within said display areas, and wherein the remote control device is adapted to detect a user interaction regarding the movement and / or positioning of one of the representations of the shelf label display information on the touch screen, and to generate the label positioning data therefrom, and to transmit the label positioning data directly to the display device (6A, 6B) concerned over its remote-control interface, without the interaction or involvement of said server.