A system including an Electronic Shelf Label (ESL) system configured to communicate with a plurality of ESLs each corresponding to a product offered for sale. The system includes a Near Field Communication (NFC) device configured to communicate with each of the plurality of ESLs within a predetermined distance from the ESL, a customer profile database configured to store a plurality of customer profiles, wherein each of the plurality of customer profiles are associated with a customer NFC device, and a product database configured to store a plurality of product profiles for each of a plurality of products configured within the ESL system. The ESL system retrieves a customer profile associated with the NFC device, and a product profile associated with the product corresponding to an ESL in communication with the NFC device. The ESL system is configured to compare the customer profile with information in the product profile and configured to transmit a notification to a customer associated with the customer profile when information in the customer profile matches any information in the product profile.