Pricer ESL & Pricer Plaza Cloud Platform

Pricer AB is a Swedish company founded in 1991 and listed on Nasdaq Stockholm that supplies in-store communication and retail digitalisation solutions. It has delivered more than 380 million electronic shelf labels (ESLs) in over 28,000 stores across more than 80 countries, helping retailers replace paper price tags and keep shelf prices accurate.

The system uses optical wireless communication between store infrastructure and labels, with features such as Instant Flash, Dynamic Product Positioning, NFC redirection and quick search. ESLs, electronic displays and attachments are managed through Pricer Plaza, a cloud platform for price updates, task automation and in-store insights across single stores or large networks. Pricer Avenue, unveiled at NRF 2025, adds a powered communication rail with light-harvesting power developed with Epishine and snap-on labels that combine into a shelf-edge display. Customers include Carrefour, Sobeys, ICA, PLUS Retail, Canadian Tire and Metro.

• Electronic shelf labels: Automatic price updates replacing paper labels at the shelf edge.
• Optical wireless communication: Label infrastructure built for speed, battery life and reliability.
• Instant Flash and positioning: Labels flash and map product locations to guide staff.
• Pricer Plaza: Cloud platform for price updates, task automation and in-store insights.
• Pricer Avenue: Powered rail with light-harvesting power and labels forming a Floating Canvas display.
• NFC redirection: Shoppers and staff can tap labels to reach linked digital content.

A Vietnamese supermarket chain could push weekly promotion prices to all stores overnight from headquarters. An electronics or mobile phone retailer could use flashing labels to help staff locate accessories quickly. A pharmacy chain could keep shelf prices synchronised with its online store and app.

Retailers can update prices automatically across stores, which Pricer presents as more cost-efficient than paper labels. Flashing labels and product positioning help staff find items faster, as in Orange's accessory-heavy stores. Pricer reports that Pricer Avenue delivered up to a 4.8% sales uplift in a live-store study. Cloud management via Pricer Plaza scales from one store to large networks.

Grocery, electronics and telecom retailers are moving from paper tags to electronic shelf labels to handle frequent price changes, omnichannel price consistency and staff shortages. As modern trade chains in Southeast Asia expand and run more promotions, centrally managed shelf-edge pricing is becoming a practical step in store digitalisation.

Founded in Sweden in 1991 and listed on Nasdaq Stockholm. Recent deals include Orange France (561 stores, 2026), Sobeys via JRTech (about 51 MUSD, 2026), Coop Norge (2025) and an exclusive framework with US wholesaler MDI (2025). Pricer remains a Carrefour partner but no longer as exclusive ESL supplier. Pricer Avenue was developed with Epishine.