ShelfTalker runs 1,500 electronic labels at Horncastle forecourt

By Amara Osei

ShelfTalker already operates 1,500 electronic shelf-edge labels at Laurels Service Station in Horncastle, an established Shell forecourt and SPAR retailer, according to TheBusinessDesk.com. The platform can generate 135 colours using a standard six-colour electronic label. TheBusinessDesk.com also reported that the Horncastle installation supports branded marketing and promotions tailored to the local customer base.

Local entrepreneur Andrew Wood launched the Gainsborough-based retail technology venture. TheBusinessDesk.com said ShelfTalker draws on more than three decades of digital marketing expertise developed through KAL Group, which is also based at Marshall’s Yard.

TheBusinessDesk.com said ShelfTalker aims to help retailers across the UK improve in-store pricing, communicate promotions and present products to customers. The platform seeks to expand the commercial potential of electronic shelf-edge labels beyond price updates.

Wood has more than 40 years of local connections and nearly two decades of business activity in Gainsborough, according to TheBusinessDesk.com. The report described him as an established figure in the town’s business community.

He also serves as chairman of Gainsborough Trinity Football Club, a position he took in January 2024. TheBusinessDesk.com said he has contributed to the club through commercial sponsorship and community-focused initiatives.

What does ShelfTalker let retailers manage?

ShelfTalker provides a central platform for pricing, product details and promotional content. TheBusinessDesk.com reported that the system connects compatible retail systems with electronic labels and digital displays, with integration options including Shopify and NetSuite. Those options help businesses incorporate the technology into their existing operations.

Retailers can use bespoke display templates designed around their brand identities. TheBusinessDesk.com also lists these ShelfTalker functions:

• Promotional messaging and loyalty incentives
• QR codes and NFC functionality
• Supplementary product information

ShelfTalker identifies its 135-colour output as a key differentiator, according to TheBusinessDesk.com. The capability gives retailers more scope for in-store brand presentation than basic price updates.

Andy Wood, founder of ShelfTalker and KAL Group, said: “Coming from a marketing background, I could see that electronic shelf-edge labels offered retailers much more potential than changing prices alone. We want to give retailers more control over how products and promotions appear in store, while making the technology practical to manage.”

Can retailers use hardware they already own?

ShelfTalker can work with compatible existing electronic shelf-edge label installations. TheBusinessDesk.com reported that retailers with prior hardware can add functionality without necessarily requiring a complete hardware replacement.

The company can also deliver a full installation for retailers introducing electronic labelling for the first time. TheBusinessDesk.com said that gives ShelfTalker two routes into stores: extending compatible existing systems or supplying a complete setup for first-time users.

The venture’s local roots run through Wood’s own business history. TheBusinessDesk.com said the platform reflects his commitment to developing businesses with strong local foundations while pursuing opportunities in wider UK markets.

Wood said: “Building businesses in Gainsborough has been a major part of my working life, so it’s important to us that ShelfTalker has its roots here. We’re proud to be developing a business in the town with the potential to support retailers across the country.”

ShelfTalker is now inviting UK retailers to assess the platform against their existing electronic shelf-edge label infrastructure or a new installation. Its stated focus is better in-store communications, greater promotional flexibility and more effective day-to-day retail management, according to TheBusinessDesk.com.

The 1,500-label Horncastle deployment gives ShelfTalker a live retail reference as it pursues wider UK adoption. Its next test is broader uptake through both new installations and compatible existing hardware.