Pricer rolls out ESL with leading Italian hypermarket chain Il Gigante

Pricer rolls out ESL with leading Italian hypermarket chain Il Gigante

Il Gigante, a major food retailer chain in Italy operating 43 hypermarkets, made
a rollout decision for Pricer ESL to speed up price change execution and reduce
operational costs.

Il Gigante is characterized by hypermarkets ranging from 3,000 m² to 9,000 m²
and mostly located in the Milan region. The first five Il Gigante hypermarkets
will be equipped with the Pricer ESL system before June 2010. The rollout
program is to be completed by end 2011 for a total value of over 20 MSEK. “The
fact that yet another leading Italian retailer chooses the Pricer system in this
highly competitive region is a great success for us,” says Charles Jackson, CEO
at Pricer. Pricer is, with its master distributor Nicolis Project, in Italy
since 2005 and has more than 350 store installations with major food and
non-food retail banners. 

The rollout decision follows a successful pilot installation in Milan in October
2009.“ESL will build price reactivity to increase customer satisfaction and
support and improve operations,” says Stefano Nicolis, CEO at Nicolis Project.

Central monitoring was a key part of the decision. Pricer's two-way system
allows central IT and store managers to monitor and support store employees and
limit shrinkage. Il Gigante IT have implemented a full stock support function
displayed at the shelf edge by Pricer's segment-based Continuum ESL. Continuum
offer multiple page registers to store and display all the product information
on the ESL allowing store managers to check at the shelf edge the article
turnover, inventory and re-ordering decision thus bringing decision making and
analysis where it should be, on the shop floor.  Il Gigante has looked at using
the ESL to its full potential and has even adapted ESL to their own operations
such as using it to monitor from head office the presence of discontinued
articles.. Il Gigante today is using eleven + four pages on Continuum ESLs.

Pricer's segment-based ESL range also provides a unique feature named ADS
(Automated Display price Scenarios), PowerPoint-like* communication at the shelf
edge. ADS enable to display animations and transitions, such as bundle packs,
loyalty card price, promotional sequence messaging, providing more flexibility
to product promotion. “Il Gigante implemented ADS to communicate easily with
their customers and support a dynamic pricing policy,” adds M. Nicolis.

* PowerPoint is a product and a brand owned by Microsoft Corporation

About Il Gigante
Il Gigante group was founded in 1972. Their hypermarkets are mainly located in
the Northern regions of the country, especially Lombardy, Emilia-Romagna and
Piémont.

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 12:00 hrs CET on
Tuesday April 20th, 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 5,400 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