Retail Giants Abandon Battery-Powered ESLs--Wireless Power Unlocks Profitability and Scale

With global ESL adoption surging, Powercast's RF wireless power technology makes it possible for U.S. retailers to scale. Their battery-free solution lowers costs and waste while supporting dynamic pricing and better in-store experiences.

PITTSBURGH, Sept. 29, 2025 /PRNewswire/ -- As U.S. retailers race to catch up with their European counterparts in adopting Electronic Shelf Labels (ESLs), the biggest roadblock isn't desire—it's power. ⁽¹⁾ While the global digital shelf label market is set to explode at a 15.8% CAGR through 2030, the upfront cost and operational nightmare of powering tens of thousands of devices per store has stalled progress. ⁽²⁾ Powercast Corporation is shattering this barrier with its long-range RF wireless power technology, offering a battery-free, sustainable, and finally scalable solution to power the smart shelves of the future.

"ESL adoption doesn't fail on desire; it fails on cost and maintenance. Our technology makes ESLs not only sustainable, but also profitable to deploy and operate across thousands of shelves," said Eric Biel, Director of Strategic Partnerships, Powercast Corporation.

The Challenges of Manual Retail in a Digital World

The retail industry is stuck in the past. While nearly 80% of European supermarkets have deployed ESLs, only 5-10% of U.S. grocers have done the same. Why? Because the traditional power model is broken. A single supermarket can have over 100,000 products, each needing a label. Powering them with batteries leads to endless replacement cycles, thousands of hours in labor costs, and a mountain of toxic e-waste. Price changes that could take days are reduced to minutes with ESLs, but only if the labels have power. ⁽³⁾ The high cost of batteries and labor for replacements has made large-scale deployments a financial and logistical nightmare. Battery replacement costs can exceed $1,000 per service call when factoring in labor and downtime. ⁽⁴⁾

Wireless Power: A New Era for ESL Deployment

Powercast's RF wireless power technology transforms ESL economics by delivering reliable energy remotely via radio frequency waves. This isn't incremental improvement—it's a complete operational overhaul:

• ZERO Battery Replacements: Eliminate costly service calls and countless labor hours wasted on maintenance. Enjoy battery-free operations and meet sustainability goals.
• Instant Scalability: Power thousands of devices simultaneously without complex wiring or infrastructure disruption.
• Real-Time Responsiveness: Enable truly dynamic pricing that responds instantly to market shifts and competitive pressure, with more frequent screen updates. Update pricing based on online prices.
• Sustainable Operations: Eliminate battery waste while supporting corporate net-zero goals.
• Enhanced Customer Experience: Support advanced features like flashing lights for Instacart shoppers and scannable nutrition codes.
• Combating Showcasing: Dynamic pricing helps combat "showcasing" by aligning in-store and online prices.
• Inventory Tracking: Integrates with existing RAIN RFID systems used by stores to track inventory.

Major retailers are already proving the concept works. Whole Foods is testing ESLs in nearly 50 stores, while Kroger's expansion after successful pilots demonstrates the technology's viability when powered correctly.

"We're not just enabling ESL adoption—we're making it inevitable. When retailers can deploy and maintain these systems without the operational headaches, the business case becomes overwhelming," said Biel.

Powercast's Ecosystem: The Key to Fast-Tracking ESL Deployment

Powercast's wireless power ecosystem—including transmitters, receivers, and energy-harvesting modules—offers customizable, scalable solutions purpose-built for retail environments. The company's "three-legged stool" approach combines RF, SmartInductive™, and Magnetic Resonance technologies for maximum flexibility across different applications and power requirements.

This isn't theoretical technology—it's proven across industries from smart buildings achieving 40% energy savings to data centers enabling predictive maintenance. Powercast has already demonstrated that wireless power works at scale, and now it's bringing that same disruptive approach to retail. Retailers ready to experience battery-free ESL deployment can see this technology in action at upcoming tradeshows. See Powercast's events list for details.

"The retail industry is at an inflection point. Stores that embrace wireless-powered ESLs will dominate, while those clinging to battery-dependent systems will fall behind. We're not just powering devices—we're revolutionizing retail," Biel concluded.

About Powercast Corporation

Powercast Corporation, founded in 2003 and based in Pittsburgh, PA, is the go-to resource for wireless charging solutions, ranging from short to long distances and from microwatts to kilowatts, with the industry's broadest technology portfolio backed by over 300 patents worldwide. We design, develop, and manufacture semiconductor chips as well as complete wirelessly powered products, enabling various levels of customer integration.

Powercast's solutions include RF power-over-distance charging, high-performance inductive charging systems, and low-power sensors with up to 25-year battery life. With flexible magnetic resonance systems, Powercast positions itself as the industry's most comprehensive source for wireless power technology. For more information, visit www.powercastco.com.

Reference

1. Durbin, Dee-Ann. "Shoppers Are Wary of Digital Shelf Labels, but a Study Found They Don't Lead to Price Surges." AP News, 9 June 2025, apnews.com/article/electronic-shelf-labels-supermarket-prices-digital-132ef73fbbe2eb13a8c724b55fb458d1.
2. Hamstra, Mark. "How Digital Shelf Labels Improve Retail Sales." Uschamber.com, CO- by U.S. Chamber of Commerce, 15 Nov. 2024, uschamber.com/co/good-company/launch-pad/digital-shelf-labels-in-retail.
3. Boscan, Daniela. "New Tech, Better Outcomes: Digital Shelf Labels Are a Win for Customers and Associates." Corporate.walmart.com, 6 June 2024, corporate.walmart.com/news/2024/06/06/new-tech-better-outcomes-digital-shelf-labels-are-a-win-for-customers-and-associates.
4. Innovator of Things. "Power over Distance: The Future of Wireless Energy with Dr. Charles Greene." The Innovators of Things, 2025, innovatorsofthings.com/16?utm_campaign=13517725-PR&utm_content=334712100&utm_medium=social&utm_source=linkedin&hss_channel=lcp-44958.

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SOURCE Powercast Corporation