An electronic shelf label system includes a powered rail for holding electronic shelf labels. The front side of the rail includes a recess that is physically configured to receive a protrusion at the upper rear side of the shelf label. The shelf label further comprises a lower hook member for engaging with a lower edge of the rail. The rail may comprise two conductors for providing the labels with power and data for display on the label. Data and power may be provided via a controller and power module connected to the back of the rail.