Benefits retailers will receive by using ESL are as follows:- Save on labor from having to manual replace paper tags. ESLs are an automated price updating system.- Ability to update product pricing and information immediately. Eliminating the time to print a new label and have a store associate replace the tag manually.- Price accuracy between shelf label and POS.- Reduce penalties from price discrepancies.- Manage and monitor multiple stores shelf level pricing from a single location.Besides displaying price and product information, ESLs can be used with features such as NFC and LBS to analyze customer shopping patterns. The information from the ESL can be extended to be used as new marketing tools. ESLs with NFC can be used for the consumer to use their smartphones as channel to receive additional product information. This information can be about products, special event coupons, advertisements, as well as product location, all to provide a convenient shopping experience.