Abstract: An electronic shelf label gateway may include a data storing unit storing original data, a signal processing unit generating an encoded data packet by encoding the original data, a controlling unit controlling transmission of the encoded data packet so as to sequentially perform a first multicast, a second multicast, and a unicast of the encoded data packet until all of a plurality of connected electronic shelf label devices successfully receive the encoded data packet, and a communicating unit wirelessly transmitting the encoded data packet according to controlling by the controlling unit.