Gainsborough entrepreneur launches retail software supporting businesses across Lincolnshire

Gainsborough businessman Andrew Wood, founder of KAL Group and chairman of Gainsborough Trinity FC, launches ShelfTalker, a new platform designed to help retailers get more from electronic shelf-edge labels.

A Gainsborough entrepreneur is launching a new retail technology platform designed to help shops across the UK manage pricing, promote products, and engage customers more effectively.

Andrew Wood has launched ShelfTalker from Marshall's Yard, drawing on more than 30 years of digital marketing experience through KAL Group (also based in Marshall’s Yard). The platform aims to help retailers make greater use of electronic shelf-edge labels, moving beyond digital price changes to more flexible, branded displays, and promotional content.

Andy has lived locally for more than 40 years and has built a business presence in Gainsborough over almost two decades. He is also chairman of Gainsborough Trinity Football Club, a role he took up in January 2024, and has supported the club through business sponsorship and community initiatives.

ShelfTalker connects supported retail systems with electronic labels and digital displays, allowing businesses to manage prices, product information, and promotions centrally. Retailers can integrate the platform with systems including Shopify and NetSuite.

ShelfTalker is already working with Laurels Service Station in Horncastle, a family-run business that has served the local community since the early 1960s. Its SPAR store has 1,500 electronic shelf labels managed through ShelfTalker's software, with bespoke displays combining SPAR branding, promotional messaging and designs celebrating Lincolnshire's local produce.

The platform is also being used by Scunthorpe United Football Club, where ShelfTalker's Shopify integration connects the club's online merchandise store with electronic shelf labels in its physical shop. Fans can check stock availability by size directly at the shelf, helping them find the merchandise they want while reducing routine stock enquiries for staff.

A distinctive feature is its display technology, which can produce 135 colours from a standard six-colour electronic label. Bespoke templates allow retailers to reflect their own branding, while supported features can include promotional messages, loyalty offers, QR codes, NFC functionality, and additional product information.

"Coming from a marketing background, I could see that electronic shelf-edge labels offered retailers much more potential than changing prices alone," says Andy Wood, founder of ShelfTalker and KAL Group. "We want to give retailers more control over how products and promotions appear in store, while making the technology practical to manage."

The platform is designed to work with existing electronic shelf-edge label installations, potentially allowing retailers to improve their current setup without replacing all their hardware. ShelfTalker can also provide complete installations for businesses introducing the technology for the first time.

"Building businesses in Gainsborough has been a major part of my working life, so it's important to us that ShelfTalker has its roots here," Andy adds. "We're proud to be developing a business in the town with the potential to support retailers across the country."

ShelfTalker is now engaging with retailers interested in reviewing their existing electronic shelf-edge labels or exploring new installations.