An electronic shelf label system, comprising a number of display devices (6A, 6B) for displaying content on their screen or screens (5A - 5D). Each device comprises a memory stage to store content data, and a control stage to control the display of the content on its screen(s). Each 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. The content is a video and the memory stage stores the entire video data of the video. 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 the corresponding screen.