A fingerprint detecting portion which detects a fingerprint, which is a physical characteristic inherent to an individual, is provided on an electronic shelf label. A display control device has a customer database in which fingerprint data items of respective customers are formed in a database form. A customer is specified by referring to the customer database by use of fingerprint data detected by the fingerprint detecting portion of the electronic shelf label. Then, the electronic shelf label which has detected the fingerprint data acquires a user price of the customer for a corresponding article. The user price is displayed on a selling price display portion of the electronic shelf label.