Abstract: The technology described herein includes an automated, customer-based retail display system with digital interactive shelf and a printed plastic display. In some embodiments, a system is described including a digital shelf display strip that extends along the front edge of existing store shelves. The digital shelf display strip can be printed on a plastic backplane and designed to fit in standard store shelf pricing areas. The printed digital display on plastic is low cost and protected from damage as opposed to glass based screens used in prior art electronic shelf labels.