Pricer rolls out Dairy Farm stores in Singapore

Two retail chains in Singapore, Cold Storage and Guardian, have selected Nasdaq
OMX listed Pricer's solution. The two chains have already started to implement
the Pricer ESL (electronic shelf label) solution in their stores and the roll
out is planned to be completed by the end of 2015. Pricer estimates the
potential value of the projects to be about SEK 50M.
The two chains are under the umbrella of The Dairy Farm Group; one of the
largest holding companies in the Asian retail market. Cold Storage is
Singapore's leading Fresh Food Retailer, while Guardian is the largest retailer
of Health & Beauty stores in the country.

"This is a great success for Pricer" says Harald Bauer, Pricer's interim CEO.
"Both chains have tested our solution for over a year before taking the decision
and were very pleased with the results. In this particular project in, the
retailers are using Pricer's digital merchandizing solutions to improve their
communication with the consumers and increase sales, besides enabling uniform
Omni channel pricing policy."

Cold Storage operates about 50 large supermarkets in Singapore while Guardian
operates 150 Pharm stores.

"The customers looked at other ESL implementations in Singapore and realized
they need a more featured system. A system that can support different formats of
merchandizing and marketing policies with scrolling text messages to the
customers and unique shelf talkers. We are glad they found all this with
Pricer's system” says Tan Kai Ming, the president of ELSE, Pricer’s partner in
Singapore.

For further information please contact:
Harald Bauer, CEO (acting) 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 11:15 hrs CET on
Tuesday, August 12th, 2014.

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 over 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 (http://www.pricer.com)