This paper investigates pervasive retail information system effects on consumers' shopping experience within supermarkets. Following the outcomes of an exploratory study, a prototype pervasive retail information system was implemented and installed in a Greek supermarket. Loyalty club members were invited to use the system and provide feedback on its effects on their traditional shopping experience within the store. The research revealed that pervasive retail information systems can provide a more entertaining and efficient shopping trip compared to the conventional way of shopping, and thus generate new shopping experiences for shoppers. Moreover, the research indentified that pervasive retail information systems encompass several value adding elements that can enhance the four core ECR initiatives namely assortment, promotion, new product introduction and replenishment.