WO2013121113A1

WO2013121113A1 - Electronic shelf label and electronic shelf label system

Info

Publication number: WO2013121113A1
Application number: PCT/FI2013/050173
Authority: WO
Inventors: Hannu Karhuketo; Antti Nurmi
Original assignee: Marisense Oy
Current assignee: Marisense Oy
Priority date: 2012-02-17
Filing date: 2013-02-14
Publication date: 2013-08-22
Anticipated expiration: 2014-08-17
Also published as: FI20125184L; FI20125184A7

Description

ELECTRONIC SHELF LABEL AND ELECTRONIC SHELF LABEL SYSTEM

TECHNICAL FIELD

The present invention relates to electronic shelf labels (ESL's) and electronic shelf label systems.

BACKGROUND

Electronically controllable compact display units find new and wider applications continuously. A well-known and a steadily growing field of applications can be found in stores and warehouses, where instead of conventional paper price la- bels on the shelves, the prices and other product related information is displayed using electronic shelf labels.

The electronic shelf label system, also known by the acronym ESL system, is a system used by retailers for displaying product pricing on shelves. Typically, elec- tronic shelf labels are implemented as electronic display modules that are attached to the front edge of retail shelving. These modules use different technologies to show the current product price and also other information to the customer. A communication network allows the price display to be automatically updated whenever a product price is changed. This automated system reduces pricing management labor costs and improves pricing accuracy.

ESL systems are particularly suitable for use in large shops or supermarkets that offer thousands or tens of thousands product items for sale, whose prices must be updated frequently and correctly.

The electronic display modules can be updated from a centralized control system via wired or wireless communication. All-wired systems have obvious problems in terms of the layout limitations caused by complicated cabling due to the high number of individual ESL displays. Wireless systems have their major technolog- ical bottleneck in the need for individual power supplies for each ESL display unit and requirement for long power supply lifetime, i.e. operational lifetime for the batteries. In addition, the wireless systems need to be able to provide dependable communication channel in an environment that has high number of individual receiver-transmitter units that in order to prolong the battery life, need to operate with minimum transmitting power levels.

A display technology that is suitable for ESL applications is a so called Electronic Paper Display (EPD) that possesses a paper-like high contrast appearance, ul- tra-low power consumption, and a thin, light form. EPD's aim is to give the viewer the experience of reading from paper, while providing the capability to electronically update the displayed information. EPD's are technology enabled, as one possibility, by electronic ink. Such ink carries an electrical charge enabling it to be updated through electronics. Electronic ink is well suited for EPD's as it is a re- flective technology which requires no front or backlight, is viewable under a wide range of lighting conditions, including direct sunlight, and requires no power to maintain an image. Electrical power is only consumed when the displayed data is changed. In order become widely applied in different type of applications, wireless ESL's or corresponding electronically controlled wireless displays are faced with a number of requirements that are partly dictated by the manufacturing process and partly by the end use, for example, the use, environment and manageability in a store by the store personnel.

WO 00671 10 (A1 ) (E Ink Corporation) discloses a display unit for electronic shelf price label system that utilizes electronic ink and EPD technology. The electronic display unit in WO 00671 10 features a printable electronic display comprising an encapsulated electrophoretic display medium. The resulting electronic display is flexible and has in large measure the applications of a printed display. Further, since the encapsulated electrophoretic display medium used in the present in- vention can be printed, the display itself can be made inexpensively. The encapsulated electrophoretic display medium is an optoelectronically active material which comprises at least two phases: an electrophoretic contrast media phase and a coating/binding phase. The electrophoretic display medium can form, for example, a full color, multi-color, or two color (e. g. black and white) display. The electrophoretic phase comprises at least one species of encapsulated electro- phoretic particles, having distinct physical and electrical characteristics, dispersed in a clear or dyed suspending fluid. The coating/binding phase includes a polymer matrix that surrounds the electrophoretic phase. In this embodiment, the polymer in the polymeric binder is capable of being dried, cross linked, or otherwise cured as in traditional inks, and therefore a printing process can be used to deposit the encapsulated electrophoretic display medium onto a substrate.

In ESL's from the manufacturing point of view, in the order to achieve truly low cost ESL's, a roll-to-roll or web-based manufacturing process is preferred. This brings about severe limitations to the encapsulation of the ESL's to be suitable for such manufacturing methods, for example, due to the requirement a certain level of flexibility of the structures. Typically not all of the components required in an ESL and having cost and technical performance at acceptable level are now- adays available as mechanically flexible structures and this limitation would need to be somehow addressed in the manufacturing methods.

In order for the ESL's to be easily manageable during the manufacturing process and in the following logistical steps, the encapsulation of the ESL's need to pro- vide a somewhat flexible structure against damage and preferably even thickness of the encapsulation or casing without any protruding or intending rims or order structures. Reasons for such requirements arise from, for example, simple and easy packaging and delivery of the items to the end user from the manufacturer, any preparations, automated or manual, needed for the ESL's to be used in the shelves (often also including adding conventional printed information on the ESL's) and installation/mounting of the ESL's on the shelves or holders therein. ESL's undergo a lot of handling during the preparation before they are installed to those substantially permanent final locations in the shelves. This make the requirements for these display modules clearly different from those of, for example, small sized electronic devices to be personally carried out in pockets etc. This also opens up more possibilities to choose materials as well in many cases relieves requirements for the size/dimensions of the devices. Further, the structure and encapsulation of ESL's need to be such that the wireless communication with the control systems can be realized with minimal or negligible interference from the encapsulation itself or by the surrounding structures such as the metal shelves that the ESL's are to be attached to in the shop.

In addition, the preferred shape of the encapsulated devices in some applications is not a straight card type shape, but in order to improve the visual appearance and readability, the ESL display can also have a slightly curved shape so that the displayed information appears on the outwards curved surface. Further, in many applications the extreme thinness of the product might not be preferable, because it can complicate the handling of ESL's.

WO 2009103857 (A1 ) (Marisense Oy) discloses a layered thin display unit for ESL's comprising a flexible display layer having display material, preferably epaper, a flexible backplane layer having an electrode structure for driving the display material, a rigid component and a resilient layer. The unit is provided with wireless communication means including an antenna that is arranged in the backplane layer. This thin layered structure enables a roll-to-roll or web-based manufacturing process.

The main benefits of the display modules according to WO 2009103857 lie in the mechanical resistance of substantially thin and flexible display module laminates against mechanical impacts, as well as in the completely smooth outer surface and even thickness to aid overall manageability. Further, the encapsulation technique results in casings that have good performance in respect to the wireless communication using an internal antenna. A further benefit is the fact that the visual appearance of the ESL's resembles paper sheets or paper labels that are familiar for the customers and that can also be placed in the same type of holders, pockets or space as the conventional paper labels. It further allows using such energy source, for example, battery solutions, that provide long operational lifetimes without high cost that would be inherent for more exotic battery technol- ogies.

The ESL's may, like in WO 2009103857, be implemented as semi-active RF tags that may be powered from incident RF communicating via modulated backscat- ter. PRESENT INVENTION

The object of the present invention is to improve the existing ESL's and achieve an ESL having properties that improve the informative operation of the ESL's.

The present invention is based on an idea that the ESL is provided with a film-like electro-mechanical transducer that is capable of converting electric signals to mechanical movement of a film or vice versa. The electro-mechanical transducer film is integrated to the ESL. In this way the operation of the ESL will become more versatile and improved.

In a preferred embodiment the transducer film is adapted to operate as a speaker and/or microphone. In another preferred embodiment the transducer film is adapted to operate as a press button.

The present invention is in detail defined in claims 1 and 16 and preferred embodiments in other claims.

The advantage of the solution according to the present invention is that it's able to add useful features to conventional electronic price labels. Also manufacturing of the electronic price labels according to the present invention can be still carried out as a continuous manufacturing process if desired.

Another benefit of the solution of the present invention is that when transducer film is adapted to operate as a speaker, it can emit sound directionally. Since directional sound does not spread into the surroundings, the sound of one electronic price label doesn't disturb sound of other electronic price labels even when the price labels are relatively close to each other. In one embodiment of the invention and when the transducer film is adapted to operate as a microphone the same directivity can be achieved with the transducer film is adapted to operate as a microphone. BRIEF DESCRIPTION OF THE DRAWINGS

The foregoing, and additional objects, features and advantages of the present invention will be more clearly understood from the following detailed description of preferred embodiments of the present invention, taken in conjunction with accompanying drawings, in which:

Fig. 1 presents an electronic shelf label system for displaying product pricing on shelves,

Fig. 2 presents an example embodiment of an ESL module according to the present invention, and

Figs. 3 - 5 present example embodiments of ESL modules according to the pre- sent invention comprising the transducer film at different positions.

DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS Figure 1 shows an ESL (Electronic Shelf Label) system utilizing ESL's 100 implemented as a semi-active tag in a supermarket or similar sale environment where the shelves 101 are equipped with ESL modules that are typically attached in shelf rails carrying plastic ESL holders. Also hanging ESL modules can be used which are hanging from the ceiling or from attachment rails or similar kind of structure. ESL modules are placed in locations corresponding to the products on the shelves to be easily perceivable for the customers.

ESL modules 100 communicate in a wired or a wireless manner with the base stations 103. The wireless communication method can be based on passive backscatter radio communication. In this approach the base stations 103 actively send radio signals and instead of answering with active radio transmission, the wireless ESL modules 100 do not use a radio transmitter; instead, they answer by modulating the reflected power of the base station signal. The modulation is achieved, typically, by changing the load state of the ESL antenna in the ESL module 100, for example, by connecting and disconnecting the antenna between the ground and non-ground potential. This modulation of the backscattered signal allows for the wireless ESL modules to answer to the base stations 103 and further to the store level server 104.

Each ESL module 100 can be identified by its own identification code that the ESL module 100 in question knows to listen for in the transmission from the base station 103. After receiving new information, instructions or commands from the store server 104 via bases station 103, the ESL module 100 can acknowledge the reception of these instructions. The acknowledgement can be done via wired connection or via wireless connection by using the reflected backscattering modulated properly and timely for the store level server 104 to identify that the response is coming from the ESL module 100 in question. To facilitate that the store server 104 may have a certain listening period after a transmission directed to a certain ESL module 100 for giving the module possibility to answer during that time.

Base stations 103 are typically connected in a wired manner, for example, via Ethernet connection or via WLAN or corresponding wireless communication con- nection to a base station controller 105. This base station controller 105 is further connected to controller software running in a store level server 104 containing the price and other product information. Some retail chains may have the server only in the head office. When price information is changed in the store level server 104 locally according to pre-programmed instructions therein or manually by the shopkeeper or, remotely, from instructions received from a store chain level server 108, this information will be delivered through the base stations 103 to individual wireless ESL modules 100.

The corresponding price information is also made available to the check-out counter 106 which is arranged in communication with the store level server 104. A further possibility for modifying the content of the information send to individual ESL modules 100 is the use of a handheld terminal 107. A handheld terminal 107 can be used by a member of the shop staff allowing him/her to freely move around in the shop and communicate in a wireless manner with the store level server 104 and POS (Point of sale) system. This communication can be achieved via a wireless communication network allowing using Personal Digital Assistant (PDA) type computing devices with inherent wireless communication capabilities. The handheld terminal 107 can contain only limited functionalities or depending on the processing power of the device, it can be used to control the full capabilities of the application running in the store level server 104. In some applications in smaller shops with a fewer number of ESL modules 100, a handheld terminal 107 may be used instead of a separate store level server 104. A mobile phone may also be used as a contacting means to the POS and further to the pricing system, too.

Further, the shop level server 104 can be in connection with a chain level server 108 that can provide identical price and product information to several stores belonging to the same chain of stores.

The ESL module 100 can be attached to a clip holder. The holder can be attached, typically, to the front rail of a shelf and facilitates easy installation of the ESL display. The ESL module may also be attached directly to the shelf or to a self edge rail other structure without a separate holder.

In the example embodiment, the size of the ESL module is approximately 90 mm (width) x 45 mm (height) x 2 mm (thickness). This gives the display module, or label a convenient size for convenient manual handling, occupying a suitably sized space in the shelf and also large enough text and numbers to be easily visible for a customer.

The above dimensions are just exemplary giving idea of the size class of the module. The size of the modules according to the invention can vary from these according to the application.

Figure 2 presents an example embodiment of an ESL module 100. The ESL module 100 in Fig. 2 has a layered structure. It consists essentially of a flexible e-paper display layer 201 comprising e-paper display material, a backplane layer 203 as a flexible circuit board having an electrode structure for controlling the display, a substantially rigid battery 207, wherein the thickness of said rigid battery is greater than the thickness of said flexible display layer 201 and the thick- ness of said flexible backplane layer 203, and a resilient layer 208 having a cutout space for said rigid battery 207, wherein said resilient layer 208 is arranged to provide a substantially even total thickness of said module.

The module further comprises wireless communication capabilities with an an- tenna 202 consisting of two triangular antenna patterns on the same flexible circuit board as the display control, as the ESL-module is implemented as semi- active RF tags that is powered from incident RF communicating via modulated backscatter, and a separate flexible circuit board. The rigid battery 207 has been encapsulated in a cut-out space by laminating said display 201 , backplane 203, control circuit board and resilient layers 208 together. Further, the display layer 201 , the backplane layer 203, the resilient layer 208 and the rigid battery 207 are located between two outside protective layers (not shown) forming a body of the ESL module for an ESL suitable to be attached to a side of the shelf. Also a protective layer 206 can be arranged at the bottom of the backplane layer 203 to prevent moisture from getting to display layer 201 which is sensitive to moisture variations. The rigid component has been attached to the separate flexible printed circuit board 209 operating as a submodule under the backplane and the antenna. Backplane layer 203 as a flex- ible circuit board having an electrode structure for controlling the display and separate flexible printed circuit board 209 can be considered to form control electronics of the ESL-module 100.

Manufacturing of the ESL's is implemented basically on the web-type roll-to-roll manufacturing methods that are not described here in detail. The continuous web-shaped product may be die cut into individual labels 100.

The backplane and the antenna circuit board 203 and the ESL control circuit board are patterned plastic films (PET or PC or PVC or polyimid) with patterned conductive copper layers. The forming and patterning of the conductors can be made using any method known as such for a person skilled in the art, for example by direct printing of conductive ink or by etching of a thin metal layer. The lower surface of the backplane 203 has display segment feed lines patterned in a similar way. Each display segment is electrically connected to a corresponding display segment feed line for example through a preferably laser processed via. Also other ways of providing feed-through vias are possible as is evident for a person skilled in the art. In order to establish an electrical contact from the backplane segments to the display front electrode, which is in this example on the front surface of the flexible electronic display web, an electrically conducting tape 205 is laminated on the backplane area acting as a front electrode feed line. Alternatively and instead of an electrically conducting tape 205, electrically conducting paste or similar material with adhesive nature may be dispensed on the backplane web to make contact with the front plane electrodes.

Further, according to the present invention the ESL 100 is provided with a filmlike electro-mechanical transducer 204 that is capable of converting electric signals to mechanical movement of a film or vice versa converting mechanical movement of a film to electric signals. The electro-mechanical transducer film 204 is integrated to the ESL 100. In this way the operation of the ESL will become more versatile and improved.

In one embodiment of the invention the film-like electro-mechanical transducer 204 is arranged at the top of the outside protective layer of the ESL 100 and/or to the front side of the ESL module 100, wherein outside protective layer surrounds the display layer 201 , the backplane layer 203, the resilient layer 208 and the rigid battery 207 and other components between these layers. In another embodiment of the invention the film-like electro-mechanical transducer 204 is arranged inside the protective layer to the top of the backplane layer 203, and/or to the front side of the ESL module 100.

In one embodiment of the invention markings, e.g. product markings, advertisement or other layers can be arranged on the top of or beside the film-like electromechanical transducer 204. In one embodiment of the invention markings or oth- er layers can be arranged at least in part on the top of the film-like electromechanical transducer 204. In another embodiment of the invention markings or other layers can be arranged on the top of the film-like electro-mechanical transducer 204 to cover all the film-like electro-mechanical transducer 204.

In a preferred embodiment the transducer film is adapted to operate as a speaker and/or microphone.

In another preferred embodiment the transducer film is adapted to operate as a press button.

As a further advantage, the manufacturing process according to the invention gives possibility to manufacture display labels that can be made curved in shape. This can be done by adjusting the tension between the different laminated layers together with proper selection of materials. The upper surface of the display label 100 may be e.g. convex or concave.

Figure 3 presents an example embodiment of an ESL module 100 according to the invention similar to the one presented in Figure 2, where the film-like electro- mechanical transducer 204 is arranged to the body 310 of the ESL module 100 beside the electronic display part, which comprises a display layer 201 .

Figure 4 presents an example embodiment of an ESL module 400 according to the invention, where the film-like electro-mechanical transducer 404 is arranged around the body 410 of the ESL module 400, which ESL module comprises electronic display part, which comprises a display layer 201 . The film-like electromechanical transducer 404 can also be located only on a part of the area 404 marked for film-like electro-mechanical transducer in Figures. In one embodiment of the invention markings, e.g. product markings, advertisement or other layers can be arranged on the top of and/or beside the film-like electro-mechanical transducer 204 to the area marked for film-like electromechanical transducer 404 in Figure 4. Figure 5 presents an example embodiment of a hanging ESL module 500 according to the invention which can be arranged to be hanging with attachment means e.g. from ceiling or attachment rails. In ESL module 500 of Figure 5 the film-like electro-mechanical transducer 504 can be arranged at different parts of the body of the ESL module 500, which ESL module comprises electronic display part, which comprises a display layer 501 .

The body 510 of a hanging ESL module can comprise display pocket part 510, equipped with the display part which comprises the display layer 501 . The display pocket part 510 can be e.g. of A3 or A2 size, or the size of another suitable, commonly used, relatively large paper sheet standard. This display pocket part 510 incorporates a plastic pocket-like casing. Casing is attached at its top edge to a connector rail 512 such that the abovementioned paper sheets can be inserted into them from the top. The connector rail 512 is equipped with attachment means e.g. hanging loops and placed at the top edge of the display pocket unit.

The connector rail 512 may also hold a control electronics comprising circuit board having an electrode structure for controlling the display. The control electronics are essentially similar in function as the electronics of the other embodi- ments. The connector rail 512 may also hold communication means and a power supply for receiving data and sending it on to the display laminate. Display units can be double-sided and for double-sided display pocket units, the control electronics is can be shared by both display units, one display unit on each side. In one embodiment of the invention there can be also more than one film-like electro-mechanical transducers in an ESL-module.

In one embodiment the ESL-module can have detector means to detect that a person or persons are near the ESL-module and based on the response of the detector means the ESL-module can activate film-like electro-mechanical transducer, e.g. for playing an audio message or activating the microphone when a person is near the ESL-module. The detector means can be integrated to the ESL-module or it can be a separate module connected to one or more ESL- modules. In one embodiment of the invention the ESL-module can have both the film-like electro-mechanical transducer adapted to operate as a press button and the filmlike electro-mechanical transducer adapted operate as a speaker and/or micro- phone. The speaker and/or microphone can be activated based on the response of the film-like electro-mechanical transducer operating as a press button. In one embodiment of the invention the same film-like electro-mechanical transducer can be adapted operate as a press button and/or microphone and/or speaker. The invention provides possibility to manufacture display module structures that despite of their significant thickness, at least more than 1 mm but typically in the range of 2 mm, have certain amount of flexibility and still maintain well their original shape, Further, the encapsulated display modules 100 can be made very light compared to their size, which makes the convenient and easy to handle both manually and automatically. In prior art products and encapsulation methods, increasing thickness typically decreases the flexibility, whereas in the products according to the invention the flexibility and the benefits therein are preserved better even if conventional rigid components are to be used as a part of the device ESL.

The invention relates to an electronic shelf label ESL 100, 400, 500 comprising a display layer 201 , 401 , 501 comprising display material, communication means and a circuit board arrangement with control electronics for controlling the operation of the label, such as the display and communication means. The

the ESL 100, 400, 500 further comprises a film-like electro-mechanical transducer 204, 404, 504 that is arranged to convert electric signals to mechanical movement of a film and/or to convert mechanical movement of a film to electric signals. In one embodiment of the invention the film-like electro-mechanical transducer 204, 404, 504 is adapted to operate as a speaker and/or microphone.

In one embodiment of the invention the film-like electro-mechanical transducer 204, 404, 504 is adapted to operate as a press button. In one embodiment of the invention the film-like electro-mechanical transducer 204, 404, 504 is integrated to the ESL 100, 400, 500. In one embodiment of the invention the ESL 100, 400 further comprises a circuit board arrangement comprising a circuit board 203 with a backplane material structure and an antenna 202, a resilient layer 208 having a space for a rigid component, such as a battery 207, wherein said resilient layer is arranged to provide a substantially even total thickness of said label 100.

In one embodiment of the invention the communication means are wireless communication means and the wireless communication means are means for radio frequency communication via modulated backscatter. In one embodiment of the invention the film-like electro-mechanical transducer 204 is arranged essentially beside the display layer 201 comprising display material.

In one embodiment of the invention the film-like electro-mechanical transducer 404 is arranged essentially around the display layer 201 comprising display material.

In one embodiment of the invention the ESL 500 further comprises a display pocket part 510, equipped with the display part which comprises the display layer 501 wherein the display pocket part 510 incorporates a pocket-like casing and the casing is attached at its top edge to a connector rail 512 comprising attachment means.

In one embodiment of the invention communication means and a circuit board arrangement with control electronics for controlling the operation of the label are arranged to the connector rail 512. In one embodiment of the invention markings, e.g. product markings, advertisement or other layers are arranged on the top of and/or beside the film-like electromechanical transducer 204, 404, 504. In one embodiment of the invention the ESL-module comprises two or more filmlike electro-mechanical transducers, and at least one film-like electro-mechanical transducer is adapted operate as a speaker and/or microphone and at least one film-like electro-mechanical transducer is adapted to operate as a press button and wherein the ESL-module is arranged to activate film-like electro-mechanical transducer adapted to operate as a speaker and/or a microphone based on the response of at least one film-like electro-mechanical transducer adapted to operate as a press button.

In one embodiment of the invention ESL further comprises detector means ar- ranged to detect that a person or persons are near the ESL-module and, wherein based on the response of the detector means the ESL-module is arranged to activate film-like electro-mechanical transducer when a person is near the ESL- module. In one embodiment of the invention the detector means are integrated to the ESL-module.

In one embodiment of the invention the detector means are a separate module connected to one or more ESL-modules.

The invention also relates to an electronic shelf label system. The system comprises at least one electronic label 100, 400, 500, a server 104, comprising price information for products, and at least one base station 103 arranged to communicate price information from server 104 to at least one electronic label 100, 400, 500.

Although exemplary embodiments of the present invention have been described with reference to the attached drawings, the present invention is not limited to these embodiments, and it should be appreciated to those skilled in the art that a variety of modifications and changes can be made without departing from the spirit and scope of the present invention. Embodiments described in the description in combination with other embodiments can be also used as separate embodiments.

Claims

1 . An electronic shelf label (ESL) (100, 400, 500) comprising:

a display layer (201 , 401 , 501 ) comprising display material,

communication means and

a circuit board arrangement with control electronics for controlling the operation of the label, such as the display and communication means,

characterized in that

the ESL (100, 400, 500) comprises a film-like electro-mechanical trans- ducer (204, 404, 504) that is arranged to convert electric signals to mechanical movement of a film and/or to convert mechanical movement of a film to electric signals.

2. An electronic shelf label according to claim 1 , characterized in that the film-like electro-mechanical transducer (204, 404, 504) is adapted to operate as a speaker and/or microphone.

3. An electronic shelf label according to claim 1 or 2 wherein the film-like electro-mechanical transducer (204, 404, 504) is adapted to operate as a press button.

4. An electronic shelf label according to any preceding claims wherein the film-like electro-mechanical transducer (204, 404, 504) is integrated to the ESL (100, 400, 500).

5. An electronic shelf label according to any preceding claims wherein the ESL (100, 400) further comprises:

a circuit board arrangement comprising a circuit board (203) with a backplane material structure and an antenna (202),

a resilient layer (208) having a space for a rigid component, such as a battery (207), wherein said resilient layer is arranged to provide a substantially even total thickness of said label (100).

6. An electronic shelf label according to any preceding claims wherein the communication means are wireless communication means and the wireless communication means are means for radio frequency communication via modulated backscatter.

7. An electronic shelf label according to any preceding claims wherein the film-like electro-mechanical transducer (204) is arranged essentially beside the display layer (201 ) comprising display material.

8. An electronic shelf label according to any preceding claims wherein the film-like electro-mechanical transducer (404) is arranged essentially around the display layer (201 ) comprising display material.

9. An electronic shelf label according to any preceding claims wherein ESL (500) further comprises:

a display pocket part (510), equipped with the display part which comprises the display layer (501 ) wherein the display pocket part (510) incorporates a pocket-like casing and the casing is attached at its top edge to a connector rail (512) comprising attachment means.

10. An electronic shelf label according to any preceding claims wherein communication means and a circuit board arrangement with control electronics for controlling the operation of the label are arranged to the connector rail (512).

1 1 . An electronic shelf label according to any preceding claims wherein markings, e.g. product markings, advertisement or other layers are arranged on the top of and/or beside the film-like electro-mechanical transducer (204, 404, 504).

12. An electronic shelf label according to any preceding claims wherein the ESL-module comprises two or more film-like electro-mechanical transducers, and at least one film-like electro-mechanical transducer is adapted operate as a speaker and/or microphone and at least one film-like electro-mechanical transducer is adapted to operate as a press button and, wherein the ESL-module is arranged to activate film-like electromechanical transducer adapted to operate as a speaker and/or a microphone based on the response of at least one film-like electro-mechanical transducer adapted to operate as a press button.

13. An electronic shelf label according to any preceding claims wherein ESL further comprises:

detector means arranged to detect that a person or persons are near the ESL-module and,

wherein based on the response of the detector means the ESL-module is arranged to activate film-like electro-mechanical transducer when a person is near the ESL-module.

14. An electronic shelf label according to claim 12 wherein the detector means are integrated to the ESL-module.

15. An electronic shelf label according to claim 12 wherein the detector means are a separate module connected to one or more ESL-modules.

16. An electronic shelf label system characterized in that the system comprises:

at least one electronic label (100, 400, 500) according to any of preceding claims,

a server (104), comprising price information for products, and

at least one base station (103) arranged to communicate price information from server (104) to at least one electronic label (100, 400, 500).