Patent ID: 7152040

Claim:
An electronic shelf label positioned on a first retail product support structure, comprising: a transceiver positioned on the first retail product support structure and configured to communicate with at least one wireless data tag moved by a customer proximate the first retail product support structure, each of the at least one wireless data tag being coupled to a corresponding retail product associated with a different retail product support structure such that the corresponding retail product is also moved by the customer proximate the first retail product support structure, the transceiver further configured to communicate with a retail server system; a display configured to display information related to retail products; and a controller configured to send data to the retail server system through the transceiver as a function of data received through the transceiver from the at least one wireless data tag, the controller further configured to control the display of information on the display as a function of the retail products moved by the customer proximate the first retail product support structure and corresponding to the at least one wireless data tag.