Abstract: A digital shelf tag system can include one or more primary shelf tag units and one or more secondary shelf tag units. Each shelf tag unit includes a main body, an internal controller and a display screen. A shelf tag bracket is provided along the main body and secures the shelf tag unit onto a merchandise shelf. The main body includes an internal layer of insulation that encapsulates the internal controller. An externally located system controller communicates with each of the shelf tag units and a plurality of authorized users pertaining to content that is displayed on the display screens.