Additional order from one of North America's top 50 retailers

Additional order from one of North America's top 50 retailers

Pricer has received an additional order from one of North America's top
50 retailers which is operating over 250 grocery stores. Pricer first
announced cooperation with this customer in a press release from March
10, 2010. The current order is for ESL installations at 40 stores
starting in Q1 2011. Pricer estimate that the total value will be 25
MSEK in 2011.

Pricer expects additional orders from this customer in 2012 and beyond.

For further information, please contact:
Fredrik Berglund, CEO or Harald Bauer, CFO: +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 14:30 hrs CET on Wednesday February 9th, 2011.

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 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: +46 8 505 582 00

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

Sweden