Let’s be honest — no one’s ever said, “Updating all our shelf and counter labels by hand is my favourite job.” And yet, for many retail teams, that’s still the norm. Price changes come in, someone prints sheets, grabs the label gun, and starts the endless loop of stick, peel, replace. It’s fiddly, slow, and incredibly easy to get wrong.
That’s where electronic shelf edge labels (eSELs) come in — and when paired with your existing Velocity system, they’re not just a fancy upgrade. They’re a practical, time-saving, mistake-busting solution that brings your store’s pricing into the 21st century.
What are eSELs, exactly?
eSELs are small, digital displays that sit on your shelves and show product prices, descriptions, barcodes — even promotions. But the real magic happens behind the scenes.
With Velocity integration, any changes you make in the system — price adjustments, product updates, stock level changes — can automatically update the eSELs in real time. No more printing. No more sticking. No more “Oops, I missed aisle five.”
Why bother switching?
If you’re still using paper or manual shelf-edge processes, here’s what might be familiar:
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Staff printing and applying new labels every time a price changes
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Mismatched prices between till and shelf
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Lost time during promotions and seasonal sales
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Customer complaints about incorrect pricing
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Wasted label rolls and toner
The thing is, you’ve already solved a bunch of your admin headaches by moving to Velocity. So why not let it handle your shelf labels too?
How eSELs + Velocity make retail smoother
With eSELs directly linked to your Velocity software, your prices and product info only need to be updated once. After that, they ripple out automatically — to the tills, the back office, the reports, and now, the shelves.
Here’s what that means for your team:
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Price updates happen in seconds, not hours.
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Accuracy is guaranteed — no more human error between sheet and shelf.
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Promotions are easier to roll out, track, and reverse.
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Staff time is freed up for more valuable work (like helping customers).
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Compliance improves — no more fines for pricing inconsistencies.
And here’s what it means for your customers:
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No more price confusion at checkout.
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Clear, up-to-date product information.
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Confidence in your pricing.
Real-world example
One of our clients, a family-run butcher shop, switched to eSELs earlier this year. Here’s what they told us:
“Before eSELs, it was someone’s job to manually walk the shop with a stack of stickers every week. Now, we just update Velocity and the labels take care of themselves. We’ve saved hours every month and haven’t had a single pricing complaint since.”
It’s a simple change with a big impact — not flashy tech for the sake of it, but solid improvements to the everyday running of your store.
Isn’t eSEL technology expensive?
We get this question a lot, and the answer is: it’s more affordable than you think — especially when you factor in:
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The labour savings
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The cost of wasted paper and toner
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The avoidance of pricing errors
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And the time you get back to focus on growing your business
Even better, you don’t need to rip out your current systems to make it work. If you’re already using Velocity, you’re more than halfway there.
Getting started is simple
We’ll help you:
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Choose the right eSEL models and sizes for your store layout
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Install the infrastructure (it’s quicker than you’d expect)
- Set up your product mapping so your eSELs start talking to Velocity straight away
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Train your team (though if they know Velocity, they’re already trained!)
You don’t need to be a tech expert — we’ve done the hard work so you don’t have to.
A small change with a big payoff
Moving to eSELs isn’t about reinventing your store — it’s about making the things you already do easier, faster, and more accurate. And if you’re already running Velocity, this is one of the simplest upgrades you can make.
No more sticker guns. No more printing marathons. Just real-time, always-right pricing, directly from the system you already trust.
Ready to ditch the printed labels?
If you’d like to find out how eSELs could work in your store, let’s talk. Whether you’re a farm shop, deli, butcher, greengrocer, or convenience store, we can help you modernise without the stress.
Contact us today and take the first step toward smarter shelves.
