Schiever rolls out ESL in all 74 supermarkets

Schiever rolls out ESL in all 74 supermarkets

Groupe Schiever, a French retail group and affiliate of the Auchan
group, has decided to roll out Pricer Electronic Shelf Label in all 74
Atac supermarkets. The first 20 stores will be installed by year end and
the rollout will be completed by end 2011. The total contract value is
45 MSEK.

“Schiever's decision is a major win for Pricer,” says Fredrik Berglund,
CEO at Pricer, “especially when considering that this retailer has
installed ESL from another ESL supplier in its 7 hypermarkets. In a
competitive French retail environment, Schiever wanted to implement a
more aggressive pricing policy,” continues Mr Berglund. “Pricer's high
speed ESL system, based on infrared communication, is seen as the best
solution to their needs.”

“We have made the decision in favor of the Pricer solution” confirms
Gilles Roux, Director of IT and Organization at Schiever. “The Pricer
ESL System is clearly able to offer the best functionalities to manage
the Schiever pricing policy as well as optimize stock information at the
shelf edge” adds Mr Roux.

About Groupe Schiever

Groupe Schiever is a grouping of independent stores, founded in 1871 in
Avallon, France. The group reported a consolidated turnover of 1.3
billion € 2009. Group Schiever operates today 7 Auchan hypermarkets, 74
Atac supermarkets and Maximarché convenience stores. It also includes
the Flunch restaurants, Kiabi clothing stores and Weldom do-it-yourself
stores.

For further information, please contact:

Fredrik Berglund, CEO, or Harald Bauer, CFO, 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 13:00 hrs CET on Wednesday September 8th, 2010.

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 about 5,800 installations in more than
40 countries with the largest ESL world 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 

Pricer AB
(publ)                                                                  
                Website: www.pricer.com 

Bergkällavägen
20-22                                                                   
     Telephone: +468 505 582 00

SE-192 79
Sollentuna                                                              
            Corporate Identity number: 556427-7993

Sweden