--- title: Electronic Shelf Labelling (ESL) Explained | IPTel description: How electronic shelf labels work, what deploying ESL involves, and how access points can host ESL applications in retail stores. image: https://blog.iptel.com.au/hubfs/Blogs/Electronic%20Shelf%20Labelling/Electronic%20Shelf%20Labelling%20(Instagram)-feature.jpg --- [![IPTellogo-byline-2020-dark-v2-pnd-optimised-500 (1)](https://blog.iptel.com.au/hs-fs/hubfs/IPTellogo-byline-2020-dark-v2-pnd-optimised-500%20(1).png?width=200&height=59&name=IPTellogo-byline-2020-dark-v2-pnd-optimised-500%20(1).png "IPTellogo-byline-2020-dark-v2-pnd-optimised-500 (1)")](https://iptel.com.au) - [Home](https://iptel.com.au/) - [Solutions](https://iptel.com.au/solutions) Technologies - [Cisco Access Manager](https://iptel.com.au/technologies/cisco-access-manager) - [Cisco Catalyst Center](https://iptel.com.au/technologies/cisco-catalyst-center) - [Cisco Meraki](https://iptel.com.au/technologies/cisco-meraki) - [Cisco SDA Fabric](https://iptel.com.au/technologies/cisco-sda-fabric) - [Cisco Spaces](https://iptel.com.au/technologies/cisco-spaces) - [Everpure Storage](https://iptel.com.au/technologies/everpure-storage) - [Industrial IoT](https://iptel.com.au/technologies/industrial-iot) - [LAN](https://iptel.com.au/technologies/lan) - [Security and Cisco ISE](https://iptel.com.au/technologies/security-and-cisco-ise) - [ThousandEyes](https://iptel.com.au/technologies/thousandeyes) - [Virtualisation](https://iptel.com.au/technologies/virtualisation) - [Wi-Fi](https://iptel.com.au/technologies/wi-fi) Services - [Backup Assure](https://iptel.com.au/services/backup-assure) - [Cisco Network Upgrades](https://iptel.com.au/services/cisco-network-upgrades) - [Cisco URWB](https://iptel.com.au/services/cisco-urb) - [Cisco Webex Calling](https://iptel.com.au/services/cisco-webex-calling) - [Eco-Friendly Network Refresh](https://iptel.com.au/services/eco-friendly-network-refresh) - [Network Equipment Supply](https://iptel.com.au/services/network-equipment-supply) - [Splunk](https://iptel.com.au/services/splunk) - [Wi-Fi Assurance Review](https://iptel.com.au/services/wi-fi-assurance-review) - [Wi-Fi Surveys](https://iptel.com.au/services/wi-fi-surveys) - [Industries](https://iptel.com.au/industries) Education and Healthcare - [Education and Campuses](https://iptel.com.au/industries/education) - [Healthcare and Clinical](https://iptel.com.au/industries/healthcare) - [Hospital Wi-Fi Onboarding](https://iptel.com.au/services/hospital-wi-fi-onboarding-cisco-ise) - [Aged Care](https://iptel.com.au/industries/aged-care) Enterprise - [Enterprise Networks](https://iptel.com.au/industries/enterprise) Industrial - [Mining and Camps](https://iptel.com.au/industries/mines) - [Utilities](https://iptel.com.au/industries/utilities) Retail & Warehousing - [Retail](https://iptel.com.au/industries/retail-and-stores) - [Warehousing](https://iptel.com.au/industries/warehousing) Entertainment - [Stadiums](https://iptel.com.au/industries/stadiums) - [Hospitality](https://iptel.com.au/hospitality-and-hotels) - [MSP](https://iptel.com.au/managed-services) Meraki - [Meraki Access](https://iptel.com.au/managed-services/meraki-access-and-security) - [Meraki Security and SD-WAN](https://iptel.com.au/managed-services/meraki-sd-wan) Cisco - [Cisco Campus Access](https://iptel.com.au/managed-services/cisco-campus-access) - [Cisco SD-WAN](https://iptel.com.au/managed-services/cisco-sd-wan) - [Cisco ISE](https://iptel.com.au/managed-services/cisco-ise) Security and Collaboration - [Security Service Edge](https://iptel.com.au/managed-services/security-service-edge) - [Meeting Rooms](https://iptel.com.au/managed-services/meeting-rooms-as-a-service) Data Centre and More - [AI Infrastructure](https://iptel.com.au/managed-services/ai-infrastructure) - [Non-Cisco Devices](https://iptel.com.au/managed-services/non-cisco-device-management) Free Assessment - [Managed Services Assessment](https://score.iptel.com.au/managed-network-services) - [Equipment](https://iptel.com.au/services/network-equipment-supply) Equipment Supply - [Network Equipment Supply](https://iptel.com.au/services/network-equipment-supply) - [Buy Cisco Equipment](https://iptel.com.au/services/cisco-equipment-supply) - [Buy Meraki Equipment](https://iptel.com.au/services/meraki-equipment-supply) Get Pricing - [Get a Hardware Quote](https://iptel.com.au/services/network-equipment-supply#hardware-quote) - [Wi-Fi AP Estimator](https://iptel.com.au/resources/wifi-access-point-estimator) - [Blog](https://blog.iptel.com.au) - [Resources](https://iptel.com.au/resources) Free Resources - [Top Wi-Fi Secrets](https://iptel.com.au/top-8-wi-fi-secrets) - [Cisco SDA Fabric](https://iptel.com.au/the-cios-guide-to-sda-fabric) - [Catalyst Center Enablement](https://iptel.com.au/cisco-catalyst-center-enablement) Assessments - [ASD Essentials Assessment](https://score.iptel.com.au/asd-essentials-network-assessment) - [Cloud AI Assessment](https://score.iptel.com.au/cloud-ai-assessment) - [Collaboration Assessment](https://score.iptel.com.au/collaboration-assessment) - [Managed Services Assessment](https://score.iptel.com.au/managed-network-services) - [Network Assessment](https://score.iptel.com.au/network-assessment) - [Security Assessment](https://score.iptel.com.au/security-assessment) - [Splunk Assessment](https://score.iptel.com.au/splunk-assessment) Tools - [Automating Meraki](https://www.automatingmeraki.com) - [MAC Address Converter](https://iptel.com.au/resources/mac-address-converter) - [ThousandEyes Option Tool](https://score.iptel.com.au/thousandeyes) - [Wi-Fi AP Estimator](https://iptel.com.au/resources/wifi-access-point-estimator) Demos and Design - [Request a Meraki Demo](https://iptel.com.au/free-meraki-demo) - [FREE Meeting Room Design](https://iptel.com.au/schedule-meeting-room-design-session) - [Catalyst Center Enablement](https://iptel.com.au/cisco-catalyst-center-enablement) - [About](https://iptel.com.au/about-us) IPTel Solutions - [About us](https://iptel.com.au/about-us) - [Job Applications](https://careers.iptel.com.au/job-application) - [Privacy Policy](https://iptel.com.au/privacy-policy) - [Careers Blog](https://careers.iptel.com.au) Contact Us - [Contact Us Form](https://iptel.com.au/contact-us) - [Email Us](mailto:sales@iptel.com.au) Customer - [Customer Feedback](https://iptel.com.au/customer-feedback) - [Customer Referral](https://iptel.com.au/customer-referral) - [Terms and Conditions](https://iptel.com.au/terms-and-conditions) News Stories - [Project Guardian uses Networking Infrastructure as a Sensor](https://www.dailytelegraph.com.au/news/nsw/transport-for-nsw-launches-worldfirst-sensor-trial-to-stop-rail-and-bridge-trespassers/news-story/8dc52e8fbca4c471da408e670cf0163e) - [IPTel partners for monitoring for Meeting Rooms as a Service](https://www.commsbusiness.co.uk/content/news/highlight-partners-with-iptel-solutions) - [Webex Monitoring with Highlight](https://itbrief.co.uk/story/highlight-iptel-add-webex-monitoring-for-meeting-rooms) - [ITBrief with Meeting Room Monitoring](https://itbrief.com.au/story/highlight-iptel-add-webex-monitoring-for-meeting-rooms) - [Cisco Webex Meeting Rooms Monitoring](https://telconews.co.uk/story/highlight-iptel-add-webex-monitoring-for-meeting-rooms) - [IPTel adopts Highlight](https://itbrief.com.au/story/iptel-adopts-highlight-to-enhance-managed-services) - [Highlight MSP Upgrade](https://datacentre.solutions/news/71753/iptel-solutions-upgrade-with-highlights-service-platform) - [Cisco 360](https://www.crn.com.au/news/2026/networking/aussie-partners-react-cisco-360) - [DP World Transformation](https://www.cisco.com/site/us/en/about/case-studies-customer-stories/dp-world.html) - [Cisco Managed Services](https://www.arnnet.com.au/article/1251771/how-partners-can-take-a-leap-of-faith-with-managed-services.html) - [Project Delivery Excellence](https://channellife.com.au/story/cisco-honours-top-nz-partners-cisco-live) - [Great Place to Work](https://greatplacetowork.com.au/companies/iptel-solutions/) - [Wi-Fi Doesn't have to be Unreliable](https://www.techpartner.news/feature/iptel-wi-fi-doesnt-have-to-be-unreliable-494069) Buying from IPTel - [Buying Panels](https://iptel.com.au/professional-supply-panels) - [IPTel Store](https://store.iptel.com.au) - [Request a Quote](https://iptel.com.au/request-a-quote) - [Managed Services](https://iptel.com.au/managed-services-enquiry) Case Studies - [DP World Video](https://blog.iptel.com.au/hubfs/Case%20Studies/DP%20World_Case_Study.mp4) - [DP World](https://blog.iptel.com.au/dp-world-case-study) - [Backup Assure](https://blog.iptel.com.au/backup-assure-a-disaster-recovery-case-study) [Contact Us](https://iptel.com.au/contact-us) This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. ## Electronic Shelf Labelling July 24, 2026 Supermarkets and many other retailers have to label hundreds to thousands of items on their shelves. This is time consuming and mundane - what if there were a better way? Electronic Shelf Labelling is the answer - here's how to integrate this with your Cisco Access Points. ![Electronic Shelf Labelling](https://blog.iptel.com.au/hs-fs/hubfs/Blogs/Electronic%20Shelf%20Labelling/Electronic%20Shelf%20Labelling-still.jpg?width=1440&height=810&name=Electronic%20Shelf%20Labelling-still.jpg) Supermarkets spend a lot of time updating pricing on their many line items. This has a whole host of negative side effects: - **Time Consuming**: Staff spend countless hours updating labelling - **Inflexible:** The labels cannot be universally updated across multiple stores at once - **Costly:** All that labour to update equals a very costly way to update basic information - **Inaccuracy:** There's no guarantee the shelf label always matches the price at the till   Electronic Shelf Labelling (ESL) can answer all the above challenges - and more. In this blog we'll take a look at the technology and how to implement in a Cisco environment. If you're interested in a bit more detail on some of the technology challenges faced by retailers, take a look at the [Top 5 Retail Challenges](https://blog.iptel.com.au/top-5-retail-challenges).   Related reading - [Top Retail Warehouse Technologies](https://blog.iptel.com.au/top-retail-warehouse-technologies) - [Warehouse Wi-Fi Best Practices](https://blog.iptel.com.au/warehouse-wifi-best-practice) --- ## Electronic Shelf Labelling [![The top 5 Retail Challenges (Instagram)](https://blog.iptel.com.au/hs-fs/hubfs/Blogs/Top%205%20Retail%20Challenges/The%20top%205%20Retail%20Challenges%20(Instagram).gif?width=196&height=196&name=The%20top%205%20Retail%20Challenges%20(Instagram).gif)](https://blog.iptel.com.au/top-5-retail-challenges)Amongst the myriad of challenges that retailers face, keeping all the inventory line items correctly priced is a real headache.  Internet of Things (IoT) has promised a lot of innovation, and it delivers - automated shelf labelling is a massive time saver. ESL labels are essentially electronic paper labels, which are uniquely addressable and controllable. They can be quickly updated and provide retailers with a whole host of advantages: - **Competitiveness:** Vastly cheaper to roll out pricing changes, they can be updated frequently to ensure competitiveness - **Market Segmentation:** Markets can be segmented with the pricing of goods uniquely costed, based on the market - **Cost Reduction**: No more hours spent for staff in implementing shelf labelling - a highly mundane task - when staff could be more efficient and useful elsewhere The image below shows one type of label - these are small form factor devices which attach to the shelf and typically use electronic paper for very low power consumption: ![Electonic Shelf Labels](https://blog.iptel.com.au/hs-fs/hubfs/Blogs/Electronic%20Shelf%20Labelling/Electonic%20Shelf%20Labels.png?width=2240&height=1260&name=Electonic%20Shelf%20Labels.png) --- ## Deploying Electronic Shelf Labels The tags themselves may communicate in a variety of ways, depending on the manufacturer: - Wi-Fi - Zigbee - Proprietary radio The IoT nature of ESLs means that they tend to be small, low powered devices, which are suited to using low powered methods to communicate. (Quick side note - the images below have been taken from this original Cisco blog: [Cisco Catalyst Access Point Application Hosting)](https://blogs.cisco.com/networking/unlock-the-potential-of-application-hosting-on-catalyst-access-points-a-use-case-overview) One option is that they use a manufacturer specific USB device to connect. The image below shows this setup, where there is an ESL USB connector plugged into the back of the AP: [![Electronic Shelf Labels Setup](https://blog.iptel.com.au/hs-fs/hubfs/Blogs/Electronic%20Shelf%20Labelling/Electronic%20Shelf%20Labels%20Setup.png?width=885&height=277&name=Electronic%20Shelf%20Labels%20Setup.png)](https://blogs.cisco.com/networking/unlock-the-potential-of-application-hosting-on-catalyst-access-points-a-use-case-overview) The AP runs an application on the AP (this is pretty impressive in itself) in a Docker container. The application on the AP communicates to the shelf labels via the installed ESL USB connector. This is a pretty interesting setup - the access point has had its functionality extended way beyond Wi-Fi and is now communicating with third-party devices, while running an application on board. The ESL label is now connected to your corporate network, via the middleware running on the access point. Related reading - [Application Hosting on Catalyst APs Deployment Guide](https://www.cisco.com/c/dam/en/us/td/docs/wireless/controller/9800/17-3/deployment-guide/ap-app-hosting-deployment-guide.pdf) - [Cisco Catalyst Access Point Application Hosting](https://blogs.cisco.com/networking/unlock-the-potential-of-application-hosting-on-catalyst-access-points-a-use-case-overview) - [Cisco Spaces Applications](https://blog.iptel.com.au/cisco-spaces-applications) --- ## Application Hosting to Support ESL As mentioned above, newer Cisco APs can host applications on the AP itself. This can extend beyond just ESLs to a whole host of IoT use cases. The link below might be useful in helping set up your ESL application hosting: - [Application Hosting on Catalyst APs Deployment Guide](https://www.cisco.com/c/dam/en/us/td/docs/wireless/controller/9800/17-3/deployment-guide/ap-app-hosting-deployment-guide.pdf) As detailed in the short process below, the ESL connector can be deployed to the access points via [Cisco Catalyst Center](https://blog.iptel.com.au/cisco-catalyst-center-overview). This allows the application to be deployed, upgraded and maintained from one location, via a graphical tool to control the application: [![Electronic Shelf Labels Cisco Setup](https://blog.iptel.com.au/hs-fs/hubfs/Blogs/Electronic%20Shelf%20Labelling/Electronic%20Shelf%20Labels%20Cisco%20Setup.png?width=997&height=414&name=Electronic%20Shelf%20Labels%20Cisco%20Setup.png)](https://www.cisco.com/c/dam/en/us/td/docs/wireless/controller/9800/17-3/deployment-guide/ap-app-hosting-deployment-guide.pdf) Related reading - [Application Hosting on Catalyst APs Deployment Guide](https://www.cisco.com/c/dam/en/us/td/docs/wireless/controller/9800/17-3/deployment-guide/ap-app-hosting-deployment-guide.pdf) --- ## Electronic Shelf Labels: FAQs ### What Is Electronic Shelf Labelling? Digital price labels on shelves that are updated centrally over a wireless network, replacing paper labels. ### What Are the Benefits of ESL? Prices can be changed quickly and accurately across a store, saving staff time and reducing pricing errors. ### Can Wi-Fi Access Points Host ESL? Some Cisco access points can host ESL applications, so the shelf-label system shares the Wi-Fi infrastructure rather than needing a separate network. ### What Should Be Checked Before Deploying ESL? Coverage across all shelving, the ESL vendor's infrastructure requirements and how it integrates with the pricing system. --- ## Electronic Shelf Labelling: Summary Electronic Shelf labelling is one of the technologies that will really help retail. There are [many challenges in the retail space](https://blog.iptel.com.au/top-5-retail-challenges)and efficiency in the store and the retail supply chain are key in keeping the retail vertical at the forefront of technology. ![Top Retail Warehouse Technologies (Instagram)](https://blog.iptel.com.au/hs-fs/hubfs/Blogs/Top%20Retail%20Warehouse%20Technologies/Top%20Retail%20Warehouse%20Technologies%20(Instagram).gif?width=235&height=235&name=Top%20Retail%20Warehouse%20Technologies%20(Instagram).gif) Technology isn't just for technology's sake though. The deployment of IoT technologies such as ESLs provides a major set of benefits for the retailer. The innovation to support IoT devices in containers on Cisco access points really provides the back end enabling technology to allow so many of these technologies to take off. The future thinking retailers will be testing these technologies to see what mix of future technologies will support the efficiency and customer service in their business. It's going to be an interesting time! Hopefully this run through has been of use. We deliver many of the technologies discussed in this blog, feel free to drop us a line, if we can help at [sales@iptel.com.au](mailto:sales@iptel.com.au)  Related reading - [The Top 8 Secrets to Great Retail Wi-Fi](https://info.iptel.com.au/top-8-wi-fi-secrets-retail) - [Industrial IoT](https://blog.iptel.com.au/industrial-iot) - [Top Retail Warehouse Technologies](https://blog.iptel.com.au/top-retail-warehouse-technologies) - [Application Hosting on Catalyst APs Deployment Guide](https://www.cisco.com/c/dam/en/us/td/docs/wireless/controller/9800/17-3/deployment-guide/ap-app-hosting-deployment-guide.pdf) - [Introduction to Cisco Spaces](https://blog.iptel.com.au/cisco-spaces-introduction) - [Cisco Spaces Applications](https://blog.iptel.com.au/cisco-spaces-applications) - [Warehouse Wi-Fi: Best Practice](https://blog.iptel.com.au/warehouse-wifi-best-practice) ### Need Help With Your Wi-Fi? Our [Wi-Fi survey and design team](https://iptel.com.au/services/wi-fi-surveys) designs, surveys and fixes enterprise Wi-Fi across Australia, and the free [AP Estimator](https://iptel.com.au/resources/wifi-access-point-estimator) gives you a first AP count. If that would be useful, [get in touch with the IPTel team](https://iptel.com.au/contact-us) or email [sales@iptel.com.au](mailto:sales@iptel.com.au). #### Related Articles ###### [Top 5 Retail Challenges](https://blog.iptel.com.au/top-5-retail-challenges) Sept 4, 2026 ###### [Top Retail Store Technologies](https://blog.iptel.com.au/top-retail-store-technologies) Apr 10, 2025 ###### [Meraki Cameras in Retail](https://blog.iptel.com.au/meraki-cameras-in-retail) Sept 18, 2025 ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Mark McSherry", "url" : "https://blog.iptel.com.au/author/mark-mcsherry" }, "dateModified" : "2026-10-03T07:36:42.454Z", "datePublished" : "2026-07-24T03:55:09.000Z", "headline" : "Electronic Shelf Labelling (ESL) Explained | IPTel", "image" : [ "https://blog.iptel.com.au/hubfs/Blogs/Electronic%20Shelf%20Labelling/Electronic%20Shelf%20Labelling%20(Instagram)-feature.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.iptel.com.au/electronic-shelf-labelling", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.iptel.com.au/hubfs/IPTel_Solutions_February2020%20-%20Header%20SiteMap/Images/IPTellogo-byline-2020-dark-v2.png" }, "name" : "IPTel Solutions Pty Ltd" } } ```