An electronic shelf label system, comprising a number of display devices to display content on its screen or its screens, each device comprises a memory stage to store content data, and a control stage to control the display of the content on its screen; wherein the screen is a video screen and realizes a shelf rail or covers a front of a shelf rail or a part of it to which it is attachable, and the content is a video and the memory stage stores the entire video data of the video, and the control stage is designed to define a display window for the video and to display only the video content within the display window on its screen.