This paper discusses the usage of visible light communication concepts for Electronic Shelf Labeling Devices (ESLD), using unmodified smart phones. Visible light communication enables novel and interesting approaches to the design of these devices, able to address application scenarios that have not yet been explored. Amongst these novel approaches, it is worthwhile highlighting the feasibility to offer easy integration of social networking concepts, and the inherent ability to explore communication means supported by the lighting installation. The achieved results show that these novel electronic shelf labeling devices are able to offer good quality of service support, with nearly optimal bit error rates under normal illumination levels.