"IBM is bringing e-paper to the retail shelves as part of their Smarter Planet strategy. This strategy is meant to create a more earth friendly and green way of operating in our current world, without decreasing any of the current luxuries we have. E Ink is being used as part of their greener retail strategy, and they are using it to replace the traditional paper/sticker based shelf labels. Shelf labels are a notorious source of waste in the retail sector–every day the stickers for each price must be replaced or adjusted, especially if an item is on sale, or the SKU code changes."

Source: http://www.epapercentral.com/ibm-and-the-future-of-epape-in-retail.htm