System and method for automated updating of object related content in response to determining that a relevant event has occurred

Abstract

Disclosed is a system (100), the system comprising a set (110) of electronic display devices (ESL), each electronic display device of the set being configured to display content relating to a particular object associated with the respective electronic display device; a server (120), the server being connected to a communication network and configured to receive event relevant data from an external data source; a controller (130) configured to communicate with the server via the communication network and to communicate with the set of electronic display devices; and an event determining unit (140) configured to determine, based on the event relevant data, that an event has occurred that is relevant to one or more objects associated with one or more respective electronic display devices of the set, wherein the controller is configured to communicate a respective update message to each of said one or more respective electronic display devices of the set, and wherein the electronic display devices of the set are configured to display updated content in response to receiving said update message from the controller. Furthermore, a method is disclosed.

Description

[0001] System and method for automated updating of object related content in response to determining that a relevant event has occurred

[0002] TECHNICAL FIELD

[0003] The present disclosure relates to the field of electronic shelf labeling, in particular to a system and a method for controlling contents displayed by electronic shelf labels.

[0004] BACKGROUND

[0005] The use of electronic shelf label (ESL) systems in stores, showrooms, museums, and similar facilities for displaying relevant content relating to particular objects, such as products offered for sale, is continuously growing. Such systems are appreciated for providing numerous benefits and simplifications for facility management teams. In particular, the manual labor associated with placing and updating conventional shelf labels can be significantly reduced by defining the content to be displayed on each ESL device via a central computer-based management system. In other words, the responsible employee does not need to visit each and every shelf in the store to place or substitute a paper label. Despite these benefits, situations may still occur in which the central management of the content to be displayed on the various ESL devices may be impossible to handle due to the large number of objects and corresponding ESL devices within a store. Such situations may in particular include events such as sudden changes in the market, e.g., changing competitor pricing or changing production relevant conditions, or short-term events influencing product demand, such as changing weather or upcoming special holidays. Hence, there may be a need for improved ESL systems capable of handling such events in a time-efficient manner.

[0006] This as well as other needs may be met by the subject matter of the appended independent claims. Further advantageous features are set forth in the dependent claims.

[0007] SUMMARY

[0008] According to a first aspect of the present disclosure, a system is provided. The system comprises (a) a set of electronic display devices, each electronic display device of the set being configured to display content relating to a particular object associated with the respective electronic display device; (b) a server, the server being connected to a communication network and configured to receive event relevant data from an external data source; (c) a controller configured to communicate with the server via the communication network and to communicate with the set of electronic display devices; and (d) an event determining unit configured to determine, based on the event relevant data, that an event has occurred that is relevant to one or more objects associated with one or more respective electronic display devices of the set, wherein (e) the controller is configured to communicate a respective update message to each of said one or more respective electronic display devices of the set, and wherein (f) the electronic display devices of the set are configured to display updated content in response to receiving said update message from the controller.

[0009] This first aspect is based on the idea that event relevant data originating from an external data source is received at the server and processed by an event determining unit in order to determine whether a relevant event has occurred. If this is the case, an update message is communicated to each electronic display device that is affected by the event. In response to the receiving such an update message, the corresponding electronic display device is configured to display updated content reflecting the event. As a result, the event relevant data received from the external data source may directly trigger an update in the content displayed by the affected electronic display devices without the need for any manual interaction by an operator or the like.

[0010] In the present context, the term "content" may in particular denote any form of content suitable for being displayed by an electronic display device, in particular in the form of image(s) and / or video(s) and / or text suitable for conveying relevant information on the associated object to a viewer or observer, e.g., a potential buyer. The information conveyed may in particular be any kind of product relevant data, such as pricing information (including various discount options), or object characteristics (e.g., dimensions and / or weight, and / or compatibility with other objects, etc.).

[0011] In the present context, the term "object" may in particular denote any kind of item or product. The object may in particular be a product offered for sale in a store or a piece of art on display in a showroom or a museum.

[0012] The set of electronic display devices may be installed in shelves, racks or other similar arrangements within a building, such as a store, warehouse, showroom or museum, etc. such that an interested person readily understands that the displayed content relates to a certain object or a kind of objects (product range) in the vicinity of the electronic display device.

[0013] In addition to communicating with the server, the controller also allows an operator to supply, edit and delete information defining the content to be displayed on the electronic display devices of the set. As such, this central administration functionality is a feature of known ESL systems.

[0014] The server receives event relevant data from an external data source, such as one or more web crawlers or web scrapers, one or more 3rdparty providers, e.g., web-based system for comparing product prices or weather forecast services or calendar services, etc.

[0015] Based on the event relevant data, the event determining unit is capable of determining the occurrence of various events that are of relevance to one or more objects associated with respective electronic display devices. When such an event occurs, the controller communicates an update message to the corresponding electronic display device(s), which respond by displaying updated content reflecting the event.

[0016] According to an exemplary embodiment, the event determining unit is comprised by the server and / or by the controller.

[0017] In other words, the event determining unit (as a functional unit) may use the same hardware as the server and / or the controller. Hence, the event determining unit may be part of the server, part of the controller, or it may be part of both.

[0018] According to a further exemplary embodiment, the event determining unit is configured to generate the update message for each of said one or more respective electronic display devices of the set.

[0019] In other words, the event determining unit is capable of generating an update message for each single electronic display device that is associated with an object affected by the event. Hence, the specific contents of each update message may generally differ, such that the changes caused by the event are different for each type of object, e.g., product.

[0020] According to a further exemplary embodiment, the event relevant data comprises one or more of competitor pricing data, weather data, calendar data, and product data. Competitor pricing data may in particular contain information on pricing of similar, comparable, or identical objects in other stores.

[0021] Weather data may in particular contain information on temperature, humidity, atmospheric pressure, hours of sunshine during a day, amount of rain or snow, etc.

[0022] Calendar data may in particular contain information on holidays, cultural or religious festivities, etc.

[0023] Product data may in particular contain information on specific products, such as related raw materials or product ingredients.

[0024] According to a further exemplary embodiment, the update message comprises one or more of changed content, additional content, and a duration of the event.

[0025] In other words, the update message may comprise changed content, i.e., content intended to replace the previous content as a result of the event. Additionally, or alternatively, the update message may comprise additional content, i.e., content to be displayed in addition to (together with) the previous content. Furthermore, the update message may comprise information on a duration of the event. This may be an absolute amount of time, i.e., hours, days, weeks, etc. Alternatively, or additionally, the duration may indicated relative to a criterion, e.g., as long as the temperature is at least a certain amount above a certain value (such as the seasonal average temperature). In the last case, the event ends, when the criterion is no longer fulfilled.

[0026] According to a further exemplary embodiment, the electronic display devices of the set are configured to display the changed content and / or additional content for the duration of the event. Having received the update message, each electronic display device associated with an object affected by the event applies the corresponding update in the displayed contents as long as the indicated duration has not yet expired. Once the duration has expired, the electronic display device may return to displaying the same content as before the event.

[0027] According to a further exemplary embodiment, each electronic display device of the set comprises a memory for storing content, a communication interface for communicating with the controller, and a display for displaying the content stored in the memory.

[0028] The memory may be any kind of suitable memory, such as flash memory, capable of storing data representing the content to be displayed. The communication interface may be configured to communicate with the controller via a wired communication network, such as a LAN, or a wireless communication network, such as a Wi-Fi, a Bluetooth network, ZigBee network, or any proprietary radio network used in the retail environment. The display may be an electrophoretic display, an LCD or OLED display, preferably but not necessarily a color display. The display preferably has a resolution sufficient to display images, graphic elements, video, and / or text.

[0029] According to a further exemplary embodiment, each electronic display device of the set is configured to receive the respective update message via the communication interface and to update the content stored in the memory in accordance with the received update message.

[0030] In other words, each electronic display device is capable of receiving an update message updating the content stored in its memory accordingly.

[0031] According to a further exemplary embodiment, the system further comprises (a) a further set of electronic display devices; and (b) a further controller configured to communicate with the server via the communication network and to communicate with the further set of electronic display devices. The further controller is configured to communicate a respective update message to each of said one or more respective electronic display devices of the further set. Furthermore, the electronic display devices of the further set are configured to display updated content in response to receiving said update message from the further controller.

[0032] The further set of electronic display devices and the further controller may be located at a facility remote from the facility where the set of electronic display devices and the controller are located, e.g., in another store or building at a remote location. However, they may also be located in a separate department of a shopping center or on another floor or level of the same building. In either case, both sets of electronic display devices and the two controllers are in communication with the server and thus capable of using the event relevant data collected by the server.

[0033] According to a second aspect of the present disclosure, a method is provided. The method comprises (a) operating a set of electronic display devices such that each electronic display device of the set displays content relating to a particular object associated with the respective electronic display device; (b) receiving, at a server, event relevant data from an external data source; (c) determining, based on the received event relevant data, that an event has occurred that is relevant to one or more objects associated with one or more respective electronic display devices of the set; (d) communicating a respective update message to each of said one or more respective electronic display devices of the set; and (f) updating the content displayed by said one or more respective electronic display devices of the set in response to receiving said update message.

[0034] This second aspect is based on essentially the same idea as the first aspect discussed above. More specifically, event relevant data originating from an external data source is received at a server and processed in order to determine whether a relevant event has occurred. If this is the case, an update message is communicated to each electronic display device that is affected by the event. In response to the receiving such an update message, the corresponding electronic display device is configured to display updated content reflecting the event. As a result, the event relevant data received from the external data source may directly trigger an update in the content displayed by the affected electronic display devices without the need for any manual interaction by an operator or the like.

[0035] According to an exemplary embodiment, the event relevant data comprises one or more of competitor pricing data, weather data, calendar data, and product data.

[0036] According to a further exemplary embodiment, the update message comprises one or more of changed content, additional content, and a duration of the event, and the method further comprises operating the electronic display devices of the set to display the changed content and / or additional content for the duration of the event.

[0037] According to a further exemplary embodiment, the method further comprises (a) operating a further set of electronic display devices such that each electronic display device of the further set displays content relating to a particular object associated with the respective electronic display device, (b) determining, based on the received event relevant data, that an event has occurred that is relevant to one or more objects associated with one or more respective electronic display devices of the further set, (c) communicating a respective update message to each of said one or more respective electronic display devices of the further set, and (d) updating the content displayed by said one or more respective electronic display devices of the further set in response to receiving said update message. As discussed above, the further set of electronic display devices may be located at a facility remote from the facility where the set of electronic display devices is located, e.g., in another store or building at a remote location. However, the further set may also be located in a separate department of a shopping center or on another floor or level of the same building. In either case, both sets of electronic display devices are in communication with the server and thus capable of using the event relevant data collected by the server.

[0038] The electronics of the various devices of the system, just like also the interface etc. thereof can be realized with the aid of a very wide range of passive and also active electronic components in a discrete and also integrated manner. Preferably, a microprocessor with corresponding peripheral components or a microcontroller, upon which a software for providing the various functionalities is executed, is used in this case. Also, what are known as ASICs (Application- Specific Integrated Circuits) can be used.

[0039] These and further aspects of the invention result from the figures discussed below.

[0040] BRIEF DESCRIPTION OF THE DRAWINGS

[0041] Fig. 1 shows a system according to an exemplary embodiment.

[0042] Fig. 2 shows a block diagram of an electronic display device according to an exemplary embodiment.

[0043] Fig. 3 shows a flow chart of a method according to an exemplary embodiment. DETAILED DESCRIPTION

[0044] Fig. 1 shows a system 100 according to an exemplary embodiment. The system comprises a server 120 in communication with external data sources 105, 106, and an event determination unit 140. The system 100 further comprises a set 110 of electronic display devices, depicted as electronic shelf labels, ESLs, in communication with a controller 130. Although the set 110 is shown as comprising five ESLs, it should be understood that the set 110 may comprise any number of ESLs, such as 10, 20, 50, 100, or more ESLs. As indicated by the lines connecting each ESL of the set 110 with the controller 130, each ESL in the set 110 is in communication with the controller 130 and thus capable of receiving data, commands, and messages from the controller 130. Each ESL of the set 110 may also be capable of sending data and / or messages to the controller 130, e.g., sensor data, etc. The communication between the controller 130 and the ESLs in the set 110 may preferably be wireless, such as via a Bluetooth ® network (reference is made in particular to the "Bluetooth Core Specification", Version v5.1, Version Date 2023-01-23, in connection with the "Electronic Shelf Label Profile Specification", Version VI.0, Version date 2023-03-28, or higher; both are available at the website https: / / www.bluetooth.com; © Bluetooth SIG, Inc.), and the controller 130 may function as an access point in the network.

[0045] The system 110 further comprises a further set 110a of electronic display devices, ESLs, in communication with a further controller 130a. The further set 110a of ESLs and the further controller 130a are optional. Although also the further (optional) set 110a is shown as comprising five ESLs, it should be understood that the further set 110a may comprise any number of ESLs, such as 10, 20, 50, 100, or more ESLs. As indicated by the lines connecting each ESL of the further set 110a with the further (optional) controller 130a, each ESL of the further set 110a is in communication with the further controller 130a and thus capable of receiving data, commands, and messages from the further controller 130a. Each ESL of the further set 110a may also be capable of sending data and / or messages to the further controller 130a, e.g., sensor data, etc. The communication between the controller 130a and the ESLs in the further set 110a may preferably be wireless, such as via a Bluetooth ® network as explained before, and the controller 130a may function as an access point in the network.

[0046] The functionality of the system 100 (as described in the following) is widely independent on whether the optional set 110a and optional controller 130a are present or not. Hence, the further set 110a of ESLs and the further controller 130a are merely shown to indicate that the system 100 may in fact include any number of sets of ESLs and corresponding controllers. However, it should be understood that the following description relating to the set 110 of ESLs and the corresponding controller 130 also applies to the further / optional set 110a of ESLs and the further / optional controller 130a, as well as to any further sets of ESL and corresponding controllers.

[0047] In the following, the system 100 is described in the context of a store where ESLs are used to provide product related content, such as pricing and other useful and relevant information to customers. Thereby, each ESL is positioned on a shelf such that customers readily understand that the information displayed on the ESL relates to a certain product stocked in the shelf. For large products and other products that are not stocked in a shelf but instead positioned on the floor, the ESL may be placed directly on the product itself or on a support device, such as a beam or a table next to the product.

[0048] The content to be displayed in relation to the various products in the store are normally selected, defined and managed manually by an operator, e.g., via a management system (not shown) utilizing a database. In other words, the content is centrally and manually managed, and then distributed to each single ESL by the corresponding controller 130. Although this system is very useful in managing the product related contents to be displayed on the ESLs, short-term changes in response to various events that possibly applies to numerous products cannot be manually handled - neither in terms of detecting the events and determining which products are affected nor in terms of updating the content to be displayed accordingly.

[0049] The server 120 is connected to a communication network, such as the Internet, and it is configured to receive event relevant data from one or more external data sources, such as external data sources 105, 106 shown in Fig. 1. The external data sources 105, 106 may provide a wide range of event relevant data, such as weather data, calendar data, competitor pricing data, product data, etc. For example, the external data source may be an external weather data provider, and the external data source 106 may be a web scraper that provides pricing information on products offered for sale by competitors. This data is collected by the server 120 and analyzed by event determining unit 140. The event determining unit 140 may be a separate functional unit, or it may be an integrated part of either the server 120 or the controller 130, or it may be shared by the server 120 and the controller 130.

[0050] As an example, the event determination unit 140 may determine that a warm weather event is occurring if the forecast temperature is above a predetermined threshold value, such as 25°C. Furthermore, the event determination unit 140 determines that this warm weather event applies to one or more products within a range of drinks and food products, such as soft drinks, beer, ice cream, etc., and other relevant products, such as barbeque- related equipment and / or consumables, such as gas or charcoal. The selection of the specific products affected by the event may depend on whether the forecast temperature is expected to be above the threshold value for a shorter or longer period of time. If the temperature increase is merely a short period event, such as a one- or two-day peak, the event may apply to drinks and ice cream. On the other hand, if the forecast points to a longer period with hot weather, it may be decided that various kinds of garden furniture and equipment, such as grills, may be affected by the event. In other words, the hot weather event may be associated with a certain duration. As a result, individual update messages are generated by the event determining unit and communicated by the controller 130 to those ESLs of the set 110 that are associated with the products affected by the event. Each individual update message may in particular contain one or more of changed content, additional content, and a duration of the event. The changed content may e.g., be an event-related price, which is different from (lower or higher than) the usual price. Additional content may for example be a slogan or a catch phrase, such as "It's getting hot!" or "Hot days ahead!". Another example of additional content may for example be certain event-related discount information, such as "Take 5, pay for 4" etc. The duration may specify the duration of the event, e.g., 3 days or the like. In some cases, the duration is only used internally by the ESL to revert to the original content (i.e., the content prior to the event) once the event ends. Alternatively, or additionally, the duration may also be included in the additional content to be displayed during the event, such as "Only this week", or the like.

[0051] As another example, the event determination unit 140 may determine that certain products are offered at a cheaper price than by the competitors. In this case, the event may result in update messages for the ESLs associated with the affected products. These update messages may in particular contain additional contents to be displayed in order to inform potential customers of the detected fact. For example, a phrase like "Best price!" may be added to the already displayed content, preferably using a text style and / or color that differs from the rest of the displayed contents to emphasize the phrase. This kind of event does not have a predetermined or known duration. However, as soon as the event relevant data shows that the local price is no longer below the price of the competition, a new update message will be generated and communicated to the relevant ESLs to inform these that the event has expired. In response, the corresponding ESLs will remove the additional content displayed during the event. As a further example, the event determination unit 140 may determine that a certain calendar event, such as Halloween, Valentines Day or World Vegan Day is coming up, and generate corresponding update messages for communication via the controller 130 to the ESLs of the set 110 associated with relevant products. These update messages may for example include an indication of the upcoming calendar event as additional content (e.g., "Remember Valentines Day") to be displayed by the ESL until the event expires.

[0052] As a yet further example, the event determination unit 140 may determine that the market price for certain ingredients, such as wheat or corn, is changing significantly, e.g., due to a bad or exceptionally good harvest. In this case, the event determination unit 140 may generate update messages with adjusted prices in anticipation of market price changes to come.

[0053] As yet another example, the event determination unit 140 may determine that one or more products are new on the market and decide to run an introductory event for a certain period of time. The corresponding update messages may contain adjusted pricing for an introductory period and / or various marketing phrases related to the new product.

[0054] It should be emphasized that the above are merely examples and in no way intended to be limiting the scope of the appended claims.

[0055] In summary, the server 120 collects event relevant data from one or more external data sources, and the event determination unit 140 analyzes the event relevant data to identify a wide range of events, their corresponding duration, and in particular one or more associated marketing actions to be automatically taken by communicating update messages to those particular ESLs that are associated with products affected by the event. Thereby, the system is capable of automatically adapting the information displayed in relation to each single product in a store to a wide range of marketing relevant events. Neither the detection of the events nor the updating of the contents to be displayed on the affected ESLs could be handled manually by an operator through the ESL management system.

[0056] Fig. 2 shows a block diagram of an electronic display device ESL according to an exemplary embodiment. The ESL comprises a processor 112, a memory 114, a display 116, an interface 118, and an antenna 119. The processor 112 acts as a central processing unit of the ESL and controls communication with a communication network via the interface 118 and antenna 119. The interface 118 is preferably a Bluetooth ® radio module. The processor 112 accesses data in memory 114, such as software or firmware and data representing content to be displayed on the display 116. Furthermore, the processing unit 112 is configured to store and update certain data in the memory 114. The display 116 is realized by an electrophoretic display. The display may also be an LCD display or an LED or OLED color display capable of displaying both text, images, and video clips to present a potential customer with relevant information on the product in the store with which it is associated. The display 116 may be one single display screen or it may contain two or more separate display sections. In the latter case, one section may e.g., constantly display some product specific information, such as product name, name of manufacturer, and price, while one or more other display sections may display varying content, such as short advertisement video clips, customer reviews, and other relevant information. In case of a video screen the type of content displayed by the display screen may be mixed. In some embodiments, one display section may be reserved for displaying event related information.

[0057] Fig. 3 shows a flow chart of a method 301 according to an exemplary embodiment. More specifically, at block 350, a set of electronic display devices, such as the set 110 of ESLs and / or the set 110a of the ESL shown in Fig. 1, is operated such that each electronic display device ESL of the set 110 displays content relating to a particular object, in particular a product offered for sale, associated with the respective electronic display device. Thereby, each ESL is positioned on a shelf such that customers readily understand that the information displayed on the ESL relates to a certain product stocked in the shelf.

[0058] At block 352, event relevant data from an external data source, such as external data sources 105 or 106 shown in Fig. 1, is received at a server, e.g., the server 120 shown in Fig. 1. As described above, the event relevant data may for example be weather data, calendar data, competitor pricing data, product data, etc. For example, the external data source may be an external weather data provider, and the external data source 106 may be a web scraper that provides pricing information on products offered for sale by competitors.

[0059] At block 354, it is determined, based on the received event relevant data, that an event has occurred that is relevant to one or more objects associated with one or more respective electronic display devices ESLs of the set 110. As discussed above, the event may be a warm weather event, a lowest price event, a calendar event (such as Halloween, Valentines Day, or World Vegan Day), or a market price event (bad harvest, etc.).

[0060] Then, at block 356, a respective update message is communicated to each of said one or more respective electronic display devices ESLs of the set 110. Each individual update message may in particular contain one or more of changed content, additional content, and a duration of the event.

[0061] At block 358, the content displayed by said one or more respective electronic display devices ESLs of the set 110 is updated in response to receiving said update message. Thereby, the occurrence of the event is immediately and automatically reflected in the contents displayed by the respective ESLs and there is no need for manual intervention, e.g., by a store manager or another employee.

[0062] Finally, it is pointed out that the figures previously described in detail are only concerned with exemplary embodiments, which can be modified in many different ways by the person skilled in the art, without departing from the scope of the invention. For the sake of completeness, it is also pointed out that the use of the indefinite article "a" or "an" does not mean that the relevant features cannot also be present multiple times.

Claims

CLAIMS1. A system (100) comprising: a set (110) of electronic display devices (ESL), each electronic display device of the set being configured to display content relating to a particular object associated with the respective electronic display device; a server (120), the server being connected to a communication network and configured to receive event relevant data from an external data source; a controller (130) configured to communicate with the server via the communication network and to communicate with the set of electronic display devices; and an event determining unit (140) configured to determine, based on the event relevant data, that an event has occurred that is relevant to one or more objects associated with one or more respective electronic display devices of the set, wherein the controller is configured to communicate a respective update message to each of said one or more respective electronic display devices of the set, and wherein the electronic display devices of the set are configured to display updated content in response to receiving said update message from the controller.

2. The system according to claim 1, wherein the event determining unit is comprised by the server and / or by the controller.

3. The system according to claim 1 or 2, wherein the event determining unit is configured to generate the update message for each of said one or more respective electronic display devices of the set.

4. The system according to any one of the preceding clams, wherein the event relevant data comprises one or more of competitor pricing data, weather data, calendar data, and product data.

5. The system according to any one of the preceding claims, wherein the update message comprises one or more of changed content, additional content, and a duration of the event.

6. The system according to the preceding claim, wherein the electronic display devices of the set are configured to display the changed content and / or additional content for the duration of the event.

7. The system according to any one of the preceding claims, wherein each electronic display device of the set comprises a memory for storing content, a communication interface for communicating with the controller, and a display for displaying the content stored in the memory.

8. The system according to the preceding claim, wherein each electronic display device of the set is configured to receive the respective update message via the communication interface and to update the content stored in the memory in accordance with the received update message.

9. The system according to any one of the preceding claims, further comprising: a further set (110a) of electronic display devices (ESL); and a further controller (130a) configured to communicate with the server (120) via the communication network and to communicate with the further set of electronic display devices, wherein the further controller (130a) is configured to communicate a respective update message to each of said one or more respective electronic display devices of the further set, and wherein the electronic display devices of the further set are configured to display updated content in response to receiving said update message from the further controller.

10. A method comprising:operating (350) a set of electronic display devices such that each electronic display device of the set displays content relating to a particular object associated with the respective electronic display device; receiving (352), at a server, event relevant data from an external data source; determining (354), based on the received event relevant data, that an event has occurred that is relevant to one or more objects associated with one or more respective electronic display devices of the set; communicating (356) a respective update message to each of said one or more respective electronic display devices of the set; and updating (358) the content displayed by said one or more respective electronic display devices of the set in response to receiving said update message.

11. The method according to claim 10, wherein the event relevant data comprises one or more of competitor pricing data, weather data, calendar data, and product data.

12. The method according to claim 10 or 11, wherein the update message comprises one or more of changed content, additional content, and a duration of the event, the method further comprising operating the electronic display devices of the set to display the changed content and / or additional content for the duration of the event.

13. The method according to any one of claims 10 to 12, further comprising: operating a further set of electronic display devices such that each electronic display device of the further set displays content (image(s) and / or video(s) and / or information) relating to a particular object (product) associated with the respective electronic display device;determining, based on the received event relevant data, that an event has occurred that is relevant to one or more objects (products) associated with one or more respective electronic display devices of the further set; communicating a respective update message to each of said one or more respective electronic display devices of the further set; and updating the content displayed by said one or more respective electronic display devices of the further set in response to receiving said update message.

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