Makro (Walmart) South Africa is rolling out Pricer

Electronic shelf label supplier Pricer – listed on Nasdaq OMX - has received an
important order from the Walmart-subsidiary Makro in South Africa. The retailer
will install Pricer’s electronic shelf labels in all of their 16 large wine- and
liquor stores. The order was placed with Pricers partner in South Africa,
Skydirect.
Makro tested Pricer’s solution for two years before making the rollout decision.

“We know from experience that when a retailer realizes the potential for cost
savings and efficiency improvements in our solution, more business usually
follows. It is of course valuable to have a relationship with the world’s
largest retail chain as well”, says Fredrik Berglund, CEO at Pricer.

“The primary motivation for deploying electronic shelf labels is to maintain a
competitive edge in delivering benefits to our customers,” says Garry Hendry,
Liquor director at Makro. “The way the system works is that it ensures labels
consistently display accurate prices for the relevant items so our customers
know they won't face a discrepancy at the till point. Electronic labels are
quick to update which ensures promotional items are updated timeously and are
not mis-priced. There are also numerous additional operational benefits.”

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 15:00 hrs CET on
Tuesday, September 25th, 2012.

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. 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 close to 50 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