Interesting as the prototype is, there remains the question of why one would want such a thing.
Shops need to updated price labels on shelf, at the moment it requires someone walking around changing the paper tickets.
A system like this would allow a member of staff to change the label just by holding a NFC device next to the label.
In fact I can think of an even better workflow allowing head office to dictact far more directly what goes on each and every shelve.
Since it's a NFC device is must have a unique identifier, so when a member of staff holds their handheld device to a shelf it knows exactly which shelf the staff member is looking at. The device can then update the price if needed but it could also change the label to an entirely different product indicating that the shelf needs to have all the jars of tomato sauce removed and restocked with tins of Christmas Pudding.
I've just removed all the shop floor managers need to organise stuff, their only role now is for staff 'motivation'