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An ethnography of Electronic Shelf Labels: The resisted digitalization of prices in contemporary supermarkets

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  • Soutjis, Bastien
  • Cochoy, Franck
  • Hagberg, Johan

Abstract

Contemporary retail markets have experienced and are experiencing an important digitalization shift in the form of computers and associated technologies. Among a large array of digital innovations, Electronic Shelf Labels (ESLs) deserve particular attention. ESLs, despite their long history and many benefits, have not become ubiquitous. The purpose of this paper is to account for this “resisted evolution†of digitalized prices. It draws theoretically upon science and technology studies, infrastructure studies, market studies, and previous literature on price representations in retailing. It draws empirically on a combination of ethnographic and historical methods. The paper shows that ESLs do not replace paper prices, but, rather, work together with them: on one hand, they compete to represent prices with their respective features, and on the other, they co-operate in order to reinforce the visibility and attractiveness of products and promotions.

Suggested Citation

  • Soutjis, Bastien & Cochoy, Franck & Hagberg, Johan, 2017. "An ethnography of Electronic Shelf Labels: The resisted digitalization of prices in contemporary supermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 296-304.
    • Handle: RePEc:eee:joreco:v:39:y:2017:i:c:p:296-304
    DOI: 10.1016/j.jretconser.2017.08.009
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    References listed on IDEAS

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    Cited by:

    1. Daniel Levy & Sourav Ray & Li Wang & Mark Bergen, 2019. "Pricing Better," Working Papers 008-19 JEL Codes: M31, E3, International School of Economics at TSU, Tbilisi, Republic of Georgia.
    2. Potdar, Balkrushna & Guthrie, John & Gnoth, Juergen & Garry, Tony, 2018. "The role of psychological ownership in shoplifting prevention: An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 253-265.
    3. Zsolt Matyusz & Bence Pistrui, 2023. "How Can Digitalization Mitigate Pandemic-Induced Demand Shocks? A Case Study from the Apparel Industry," Administrative Sciences, MDPI, vol. 13(12), pages 1-15, December.
    4. Radka Bauerová & Martin Klepek, 2018. "Technology Acceptance as a Determinant of Online Grocery Shopping Adoption," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(3), pages 737-746.

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