Soriana in Mexico chooses Pricer's two-way for further ESL deployment

Soriana in Mexico chooses Pricer's two-way for further ESL deployment

Mexico's second largest retailer, Soriana, has placed an initial order for the
deployment of Pricer ESL in 46 of their hyper and supermarket stores. The total
order value is approximately 20 MSEK. Deliveries should be completed in the
first quarter of 2010.Implementation and support will be carried out by TEC
Mexico.

Mexico becomes the 40th country where Pricer has installations today. “The
Mexican retail market is advanced in operations and automation,” says Charles
Jackson, CEO at Pricer. “We are especially proud of winning this deal with
Soriana, one of the most demanding retailers we have worked with, and who
understood already 3 years ago the role ESL play in enabling their pricing
strategies.” 

Soriana had installed ESL in over 100 stores before placing this order with
Pricer. “Soriana's order is another proof to the advantages of Pricer's ESL
system,” says Oron Branitzky, VP Sales at Pricer. Pricer had the opportunity to
do a pilot with Soriana several months ago and proved that speed and two-way
communication together with a scalable system are crucial for integrated
retailers. “There is an obvious need for scalable solutions that can be rolled
out fast and industrially,” says Placido Garcia, President at TEC Mexico, “and
this is where the advantages of TEC Mexico and Pricer are at their best.” 

About Soriana

Soriana is Mexico's second largest grocery retail chain with more than 471
stores in over 138 cities across the country. The group was founded in 1968 and
is headquartered in Monterrey, Nuevo Leon, Mexico. All store formats are
represented within Soriana, from hypermarkets to “Super City” convenience
stores, including “Supermercados Soriana” (supermarkets) and “Mercado Soriana”
stores.


For further information, please contact:
Charles Jackson, CEO Pricer AB: +46 8 505 582 00


In its capacity as issuer, Pricer AB is releasing the information in this press
release in accordance with the Swedish Securities Exchange Act (2007:528). The
information was distributed to the media for publication at 09:00 hrs CET on
Monday December 14th, 2009.

Pricer provides the retail industry's leading electronic display and Electronic
Shelf Label (ESL) platform, solutions, and services for intelligently
communicating, managing, and optimizing price and product information on the
retail floor. Pricer is the only company today offering a communication platform
that supports both segment based ESL and pixel-based ESL. The platform is based
on a two-way communication protocol to ensure a complete traceability and
effective management of resources. The Pricer system significantly improves
consumer benefit and store productivity by simplifying work in the store.

Pricer, founded in 1991 in Uppsala, Sweden, offers the most complete and
scalable ESL solution. Pricer has over 5,300 installations in more than 40
countries with approximately 60 percent market share. Customers include many of
the world's top retailers and some of the foremost retail chains in Europe,
Japan and the USA. Pricer, in co-operation with qualified partners, offers a
totally integrated solution together with supplementary products, applications
and services.

Pricer AB (publ.) is quoted on the Nordic Small Cap list of OMX. For further
information, please visit www.pricer.com