Intelligent management of your price labelling in a complete and scalable system

Pricer provides the retail industry with the leading electronic display and Electronic Shelf Label (ESL) platform, solutions, and services for intelligently communicating, managing, and optimizing price and product information on the shop floor.

The platform is based on a two-way communication protocol to ensure a complete traceability and management of resources.

Pricer is the first and only supplier to offer retailers both segment-based and bistable pixel-based display solutions, under the same infrastructure. Pricer offers the most complete and scalable ESL solution.



Features & Benefits


The Pricer ESL system simplifies the work of setting prices in the store, thus saving you both time and money. The time that store personnel used to spend in administering price changes manually can instead be deployed in active sales work. Increased service and customer relations work lead to satisfied and loyal customers, who in the end also will serve as "ambassadors" for the store.

A store's price level is a decisive factor for customers. As a consequence it is important to be able to compare the store's price with its competitors. Various technological solutions and the availability of the Internet have made it easier for customers to monitor and compare different chain stores.

With an ESL system the price can be quickly adapted to the current supply and demand, and thus reduce loss caused by products that cannot be sold.

In some cases a chain of stores has the need to determine and control prices centrally. With the help of the Pricer system the chain can quickly implement central decisions in all of its stores, guaranteeing that correct information is displayed.

At airports and in regions with cross-border shopping there might be a need to display prices in more than one currency. This is an interesting application of the ESL system. Despite exchange rates that vary from day to day the system makes it easy for the store to display the correct price in both the local and the foreign currency. The Pricer system can be used to calculate the correct prices and update the labels when exchange rates change.

Pricer's ESL system makes it easy for both individual stores and chain stores to carry out campaigns. For example, the price can be lowered on some products at hours when the store is usually visited by less customers than at other times. 

In some cases it has appeared that stores that use a "happy hour" pricing strategy increase their customer base, and as a consequence their turnover. The Japanese chain store Summit carries out campaigns every other week on large parts of its range of products. The introduction of Pricer's ESL technology has simplified the implementation of the campaigns considerably.

Pricer's ESL system makes it easy to determine the optimal price of a product. By using a price optimization program, different alternative prices can be analyzed and evaluated. It is thereby possible to assign the optimal price to a product. 

With price changes carried out by hand it is impossible to do all the changes that the optimization suggests in time. With electronic labels the changes are made quickly and at the right time. Pricer has collaborative arrangements with leading suppliers of programs for determining the optimal price.


Studies have shown that on average three percent, sometimes considerably more, of all intended price changes in grocery stores are not carried through when they are administered manually. The errors that occur in the manual process often lead to high costs in the form of more expended work, erroneous pricing and dissatisfied customers.

With the ESL system the price changes are simultaneous and automatic on both the label of the product and in the cash registers. Hereby the store is assured of the price integrity of its products. It creates a sense of security for the customers that the price on the shelf and at the check-out counter is the same. Price integrity is important both for the customer and for the store. When both parties are certain that the price on the shelf accords with the price at the counter, the number of dissatisfied customers who abstain from buying and/or choose to go to another store will be reduced.


A great part of the profitability in retailing depends on the use of the available space for displaying products, i.e., how many packages can be placed side by side and whether they should be placed high or low. 

With the help of the ESL system such information can be shown in connection with the product on the shelf. In this way, the ESL system provides better conditions for the personnel to maintain and refill the store shelves. With a click on the IR key in the direction of the electronic shelf label, it also provides information about the way the product is to be placed. The display on the label then changes from showing the price to displaying an underlying register.

Normally the labels show price and product information that is mainly intended for customers. With the help of a so-called IR key the store personnel can shift to an underlying register in the ESL system. 

An employee turns the IR key to the label and clicks until the desired product information or stock level is displayed. This simplifies matters for store personnel when they need to find relevant information for customers, and facilitates the work of filling up shelves or ordering. Every night, Metro Cash & Carry in Germany updates all their 2.5 million labels in their at present 57 stores with current stock information.