Apparently supermarkets are starting to move to systems similar to this - instead of paper price tickets on shelves you have tiny e-ink displays built into the shelves, and when the store product layout is generated it also generates a database of what tickets should display what prices. Then all you have to do is have someone walking around updating the tags, it reads an identifier from the tag and uploads the corresponding price ticket.
Similarly, this works for any application where you have signage that doesn't need real-time updates but isn't permanent enough to be worth wasting paper over. To continue the supermarket example, recalled product lists at the front of the store, or employee notices in the break room would also be good candidates for NFC powered e-ink display.
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