receiving, at a central computer, information from a database storing data about multiple products present in the store in response to a query initiated from the central computer about a particular product of the multiple products, each product of the multiple products being positioned on an electronic shelf module of a plurality of electronic shelf modules present in the store, and each electronic shelf module including a display frame that is configured to display indicia and is positioned adjacent to each of the multiple products;

receiving, at the central computer, a first image at a first time from a camera positioned at a predetermined location in the store, the first image showing a selected subset of the plurality of electronic shelf modules and showing the indicia displayed by the display frame of each electronic shelf module of the selected subset;

selecting, via the central computer, a selected one of the subset of electronic shelf modules based on the information received at the central computer from the database in response to the query;

changing, at the selected one of the subset of electronic shelf modules, the indicia displayed by the display frame of the selected one of the subset of electronic shelf modules from a first indicia displayed by the display frame of the selected one of the subset of electronic shelf modules in the first image to a second indicia that is different than the first indicia in response to instructions received from the central computer;

receiving, at the central computer, a second image at a second time from the camera, the second image showing the second indicia displayed by the display frame of the selected one of the subset of electronic shelf modules;

identifying, via the central computer, a change of indicia displayed on the display frame of the selected one of the subset of electronic shelf modules from the first indicia to the second indicia based on the first image and the second image;

identifying, via the central computer, a location of the selected one of the subset of electronic shelf modules within the store based on the change of indicia displayed on the display frame of the selected one of the subset of electronic shelf modules from the first indicia to the second indicia and the predetermined location of the camera;

generating, using skeletal tracking software, a plurality of coordinates associated with various body parts of an individual with a scanner;

identifying, via the central computer, a location of the particular product within the store based on the identified location of the selected one of the subset of electronic shelf modules and further based on an alignment of the plurality of coordinates; and

updating the database with the identified location of the particular product;

wherein the location of the selected one of the subset of electronic shelf modules and the location of the particular product within the store is unknown at the time query is initiated by the central computer.