Abstract: Individual display modules are located along a shelf containing items for sale. The display modules are loaded via a hand-held unit with data pertaining to the items. This data has previously been downloaded from a host computer into the hand-held unit. In order to minimize human error, the hand-held unit contains a reader for reading a code from either the item or the shelf upon which the item is located. This code is then used by the hand-held unit in order to determine what data is to be downloaded into the appropriate display module. The coupling between the hand-held unit and the display modules may be of the type requiring a direct electrical connection or the close-proximity type employing optical or electro-magnetic coupling.