The prior art in this field had a display portion of electronic paper at a part of a shelf and showed a problem that the display portion and the goods were hardly co-related to each other in response to the arrangement of the goods. In view of the foregoing, plural images arranged in response to the number of stages of the shelves to be displayed are irradiated with a light source after each of the images is corrected in correspondence with the optical path length ranging from the light source to the end of each of the shelves, each of the images is guided to the end of each of the shelves by plural reflector members and then the images are displayed at the ends. In addition, each of the images is guided to the end of each of the shelves by plural reflector members and the images are displayed at the ends after plural images (either still images or animations) arranged in response to the number of stages of shelves to be displayed are irradiated by the light source and the optical path lengths ranging from the light source to the end of each of the shelves are set to be substantially the same to each other.