An electronic shelf label comprising: a display configured to display a product information; a distance sensor configured to measure a distance to at least one product arranged behind the electronic shelf label; and a wireless tag reader configured to read a wireless tag attached to the at least one product arranged behind the electronic shelf label; characterized by a short-range wireless communicator; and a controller including a display information updater configured to receive product information about a product from a management server through the short-range wireless communicator and configured to control the display to display the received product information thereon; wherein the controller further comprises: an arrangement information acquirer configured to, when the distance to the at least one product measured by the distance sensor is different from the previously measured distance, activate the wireless tag reader to read product identification information from the wireless tag attached to the product; and a product change register configured to transmit label assignment change request information to the management server when the product identification information acquired by the arrangement information acquirer is different from product identification information corresponding to the product information being displayed by the display. a display configured to display a product information; a distance sensor configured to measure a distance to at least one product arranged behind the electronic shelf label; and a wireless tag reader configured to read a wireless tag attached to the at least one product arranged behind the electronic shelf label; characterized by a short-range wireless communicator; and a controller including a display information updater configured to receive product information about a product from a management server through the short-range wireless communicator and configured to control the display to display the received product information thereon; wherein the controller further comprises: an arrangement information acquirer configured to, when the distance to the at least one product measured by the distance sensor is different from the previously measured distance, activate the wireless tag reader to read product identification information from the wireless tag attached to the product; and a product change register configured to transmit label assignment change request information to the management server when the product identification information acquired by the arrangement information acquirer is different from product identification information corresponding to the product information being displayed by the display. an arrangement information acquirer configured to, when the distance to the at least one product measured by the distance sensor is different from the previously measured distance, activate the wireless tag reader to read product identification information from the wireless tag attached to the product; and a product change register configured to transmit label assignment change request information to the management server when the product identification information acquired by the arrangement information acquirer is different from product identification information corresponding to the product information being displayed by the display.