receiving, by at least one processor of a first device of a retailer, a first price of a product, wherein the first price is presented in a virtual location of the retailer at a first time;

determining, by the at least one processor that a second price of the product is presented by an electronic shelf label at a physical location of the retailer at a second time before the first time;

determining, by the at least one processor, that the retailer is presenting conflicting prices of the product at the virtual location of the retailer and at the electronic shelf label at the physical location of the retailer;

determining, by the at least one processor and based on the determination that the retailer is presenting conflicting prices of the product, that a third price of the product is a most updated price of the product and represents a price increase with respect to the second price presented by the electronic shelf label at the second time;

generating, by the at least one processor, based on the determination that the retailer is presenting conflicting prices of the product, an application programming interface (API) call comprising an identifier of the price increase;

determining, by the at least one processor, based on the determination that the retailer is presenting conflicting prices of the product, and based on the identifier of the price increase, that the electronic shelf label maps to a unique device address;

transmitting, by the at least one processor, based on the determination that the retailer is presenting conflicting prices of the product, and based on the determination that the third price represents the price increase, a unicast transmission addressed to the unique device address to replace, at the electronic shelf label, first presentation of the second price with presentation of the third price;

refraining, by the at least one processor, prior to receiving an acknowledgement from the unique device address that the first presentation of the second price has been replaced at the electronic shelf label with presentation of the third price, based on the determination that the third price represents the price increase, from transmitting an instruction to replace, at a point-of-sale device at the physical location of the retailer, second presentation of the second price at the point-of-sale device with presentation of the third price;

identifying, by the at least one processor, the acknowledgment received from the unique device address; and

transmitting, by the at least one processor, based on receiving the acknowledgement, the instruction to replace, at the point-of-sale device, the second presentation of the second price with the presentation of the third price,

wherein the first price is an advertised price of the retailer, and

wherein the second price is a price charged for the product by the retailer.