An electronic shelf label that comprises: a display unit that is adapted to display an image, wherein the electronic shelf label is adapted: - to operate in a customer-oriented information presentation mode in which the image represents customer-oriented information, and - to operate in a staff-oriented information presentation mode in which the image represents staff oriented information, and - to detect the approach of an external freely movable radio communication device relative to the electronic shelf label, and - to automatically activate the staff-oriented information presentation mode upon the detection of the approach of the external freely movable radio communication device characterized in that the electronic shelf label is further adapted to detect the approach of the external freely movable radio communication device based on a received radio signal transmitted by the external freely movable radio communication device, and to distinguish between a remote approach area and a near approach area, and is adapted - to prepare the staff-oriented information presentation mode if the approach within the remote approach area is detected, and - to activate the staff-oriented information presentation mode if the approach within the near approach area is detected, and in that the electronic shelf label further comprises: - a radio signal sensing and pre-processing stage, which is adapted to sense the radio signal of the external freely movable radio communication device and to deliver respective sensing data (D1, D2), and - a controller stage which is connected to the radio signal sensing and pre-processing stage and which is adapted to detect the approach of the radio communication device based on the received sensing data wherein the controller stage is adapted to activate the staff-oriented information presentation mode if the sensing data (D1, D2) represent a criterion that passes a threshold. a display unit that is adapted to display an image, wherein the electronic shelf label is adapted: - to operate in a customer-oriented information presentation mode in which the image represents customer-oriented information, and - to operate in a staff-oriented information presentation mode in which the image represents staff oriented information, and - to detect the approach of an external freely movable radio communication device relative to the electronic shelf label, and - to automatically activate the staff-oriented information presentation mode upon the detection of the approach of the external freely movable radio communication device characterized in that - to operate in a customer-oriented information presentation mode in which the image represents customer-oriented information, and - to operate in a staff-oriented information presentation mode in which the image represents staff oriented information, and - to detect the approach of an external freely movable radio communication device relative to the electronic shelf label, and - to automatically activate the staff-oriented information presentation mode upon the detection of the approach of the external freely movable radio communication device characterized in that the electronic shelf label is further adapted to detect the approach of the external freely movable radio communication device based on a received radio signal transmitted by the external freely movable radio communication device, and to distinguish between a remote approach area and a near approach area, and is adapted - to prepare the staff-oriented information presentation mode if the approach within the remote approach area is detected, and - to activate the staff-oriented information presentation mode if the approach within the near approach area is detected, - to prepare the staff-oriented information presentation mode if the approach within the remote approach area is detected, and - to activate the staff-oriented information presentation mode if the approach within the near approach area is detected, and in that the electronic shelf label further comprises: - a radio signal sensing and pre-processing stage, which is adapted to sense the radio signal of the external freely movable radio communication device and to deliver respective sensing data (D1, D2), and - a controller stage which is connected to the radio signal sensing and pre-processing stage and which is adapted to detect the approach of the radio communication device based on the received sensing data - a radio signal sensing and pre-processing stage, which is adapted to sense the radio signal of the external freely movable radio communication device and to deliver respective sensing data (D1, D2), and - a controller stage which is connected to the radio signal sensing and pre-processing stage and which is adapted to detect the approach of the radio communication device based on the received sensing data wherein the controller stage is adapted to activate the staff-oriented information presentation mode if the sensing data (D1, D2) represent a criterion that passes a threshold.