A John Lewis store in Exeter is trialling an e-paper shelf pricing and marketing system to support the company's omni-channel strategy.
The store is using ZBD's e-paper system and Pierhouse's NetTickIT management software as part of the in-store trial.
Several hundred of ZBD's graphic e-paper displays have replaced traditional print ticketing to provide customers with product information, pricing, promotions and reviews, as well as QR codes in a digital format, all managed by the NetTickIT platform.
John Lewis said the move would automate the communication of offers and product information in-store, freeing up staff to provide a more efficient service.
Karen Dracou, head of omni-channel at John Lewis, said: "Our Exeter shop is our most omni-channel to date, and this technology is a key part of creating a really integrated experience for customers.
"The tickets allow us to trial how we can break down some of the barriers traditionally associated with shopping through different channels, they have an option to include QR codes which allow customers to access information online, compare products and check stock."
Last September John Lewis reported a 40 percent jump in online sales for the half-year ended 28 July 2012.