A system and method are described in which power is inductively supplied to a product or a package containing a product. This power is received via a coil and used by a light source to further enhance the presentation of the product or packaging. The illuminated light draws more attention to the product or package and thereby increases the probability that a prospective buyer will buy the product. Power is supplied to the package via a coil mounted to a shelf system. The frequency of the power supplied to the shelf coil may be changed to change the frequency at which the light source in the product or package illuminates.