The digital invasion of brick-and-mortar retail is illustrated by a wine shelving unit, which features a large monitor with an RFID scanner. This enables customers to independently access supplementary information on the winemakers and growing regions. Electronic shelf labelling (ESL) simplifies the work of sales staff and reduces pricing errors to a minimum. The underlying concept: paper price tags are replaced by electronic equivalents mounted on the shelf and is mains powered, with no batteries required. Each ESL is equipped with a unique identifier and a receiver so that prices can be transferred to the tag and automatically updated from a central location at any time.