In addition to reducing the overhead of supporting frequent price changes, ESL provides retailers with the ability to update prices as often as needed (dynamic pricing) while reducing customer pricing errors. Retailers can offer in-store promotional prices that match their online channels, respond in real time to their customer traffic patterns, and reduce waste by seamlessly promoting price changes for perishable goods. ESL can be used not only to update prices, but also to display promotions, competitor prices, social reviews, product ingredients, origin, automatic currency conversion, inventory levels, and more.