About Us

What we do

SFD Systems designs, develops and deploys digital shelf edge technology for retail stores.  We work with global brands and retailers to maximise the commercial benefits of making stores smarter.

Innovation Leaders

Our digital shelf edge platform is the next generation of Electronic Shelf Edge Labels (ESLs or ESELs) now known as video-shelf-edge labels.  But we’ve built more than a digital price ticketing system – the platform is helping retailers to automate pricing, digitise promotions, drive sales and streamline in-store operations.  And that’s just the beginning, there are a range of innovations in the pipeline which will help retailers to run their stores better in an omnichannel world.

Our Vision

We want our digital technology to make retail stores smarter. We help retailers drive up sales, streamline operations and free-up store staff to focus on customers.

Today, our unique digital shelf edge platform offers streamlined pricing operations, live and accurate pricing and promotions and full-colour video adverts to drive sales at the point of purchase.


Our team mixes retail operations experience with in-depth digital and technology innovation skills enabling us to provide the best in digital technology to maximise commercial benefits to retailers and brands in-store.

SFD’s digital shelf edge platform enables retailers and brands to bring the power of digital advertising in-store.

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