Kohl’s Digital Signage

I was shoping at Kohl’s this morning and was somewhat surprised to see they are using digital price signs on all thier fixtures and racks.  I haven’t been into a Kohl’s for at least a year so I’m not sure if these are new or have been around a while.  Although the geek in me loves to see in store technology like this the business guy in me wonders what the ROI is on digital signs in a dept store.  I would be very interested in any commentary anyone would like to offer in regards to the installation price and payback on digital price signs vs. traditional paper tickets.  I can see the application in a grocery store where prices change frequently but in a department store I’m just not sure.