Uso de Etiquetas Eletrocinéticas de Preço (ESL) e Sistemas de Precificação Dinâmica nasLojas de Varejo

This scientific article analyzes the implementation of Electronic Shelf Labels (ESL) in retail stores,integrated with dynamic pricing systems, highlighting their impacts on operational efficiency,consumer experience, and market competitiveness. Through a systematic literature review andinternational case studies, it explores how ESL technology, combined with dynamic pricingalgorithms, enables automatic price updates, reduces human errors, and optimizes inventorymanagement. The research considers global data from both developed and emerging markets,evidencing the technical and strategic challenges of adopting this technological innovation, as wellas its potential to transform traditional retail into a digital and agile environment. The study alsodiscusses implications for sustainability, data management, and cybersecurity within the contextof modern retail.