An electronic product information display system includes a plurality of self-contained display modules (10) mounted proximate to respective products. A signal (22) is formed that comprises an address part and a data part, the address part corresponding to a selected module address and the data part encoding product information (18, 20) to be displayed by the addressed module (10). The signal is broadcast from a transmitter (24) remote from a plurality of modules (10). Modules (10) each receive the signal, decode the address part into a received address, and decode the data part into product information (18, 20). The product information is stored and displayed responsive to a match between the module address and the received address. The signal (22) is preferably infrared.