Australian liquor store chain adds NFC shelf labels

Consumers purchasing beer, wine and spirits at outlets operated by Dan Murphy’s in Australia can now get product information and read customer reviews about specific products by tapping an NFC shelf label with their smartphone.

The electronic shelf labels (ESL) also enable staff to adjust the prices of individual items without having to change a physical price ticket.

Dan Murphy’s has introduced the NFC shelf labels as part of a national rollout of a 'new flagship design concept' beginning with five outlets in the cities of Melbourne, Perth, Brisbane and Adelaide.