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How ESL Devices Transform into Connected Label Solutions: A Perspective of Actor Interaction and
Information Rebundling

clients occasionally see while shopping. ESL can offer a more individualized purchasing
experience, such as product recommendations and in-store shopping navigation, while
maintaining pricing at a constant level.
Furthermore, ESL can enable the display of real-time price and product information,

allowing retailers to expand their dynamic pricing strategies. Customers can also get more
accurate product information and prices, leading to trust and loyalty. ESL can also enhance
the customer experience by providing a more convenient shopping experience with fewer

defects due to information inconsistency, as well as providing richer product information
to help customers evaluate products comprehensively. ESL can enable retailers to adjust
product prices to expand their dynamic pricing strategies based on real-time demand and
supply trends.
ESL deployment also influences in-store staff efforts by enabling quicker price and

product information updates, from manual to automatic. This automated process can speed
up operations and reduce human error. To accept the shift in workflow from manual to
automatic processes brought on by ESL technologies, employees must learn new skills and

alter their cognitive and mental outlook. Retailers can benefit from automated procedures
by maximizing human-technology cooperation in daily operations.
Enabling changes in employee working behavior, ESL can reduce human errors and
save time. In-store operations become more efficient, and retailers can control operating
costs. In addition, it can help retailers manage inventory more precisely. As explained by

Rolf Vanden Eynde, a regional IT manager at Ahold-Delhaize, “ESL improves pricing
and promotion management and enhances the client’s digital shopping experience. With
this technology, costs go down and efficiency goes up” (Hanshow Technology Co., Ltd.,

2022g).
In addition, ESL can optimize employees’ working hours and reduce the human faults
that sometimes occur while printing hundreds of thousands of shelf labels. The product
label is updated through a centralized computer, allowing retail employees to take on
higher-value missions, such as talking to customers and addressing complaints. Thus, ESL

can optimize the store management process by providing richer information, including
range changes and upcoming product delivery dates (Wynne-Jones, 2017).

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