Soriana signs a new contract with Pricer for additional 150 stores

Soriana signs a new contract with Pricer for additional 150 stores

Mexico's second largest retailer,
Soriana (http://www1.soriana.com/default.asp), has signed an additional
contract for the installation of 150 stores with Pricer electronic shelf
labels to be delivered during 2011 and 2012. The value of the contract
is estimated at SEK 50M. Installations have started and more than half
of the project is expected to be completed this year.

“We are very proud of signing the new deal with Soriana”, says Fredrik
Berglund, CEO of Pricer. “We were given the opportunity at the end of
2009 to install our solution in the first stores after Soriana tried
another vendor, and the additional new contract is proof of the level of
satisfaction and trust the customer has with Pricer.”

Soriana has already installed Pricer's solution in about 100 stores and
is using ESL both to ensure price integrity and to improve the stores'
daily operations and procedures. The scalability of the Pricer ESL
solution enables the group to install the system in various store
formats, from convenience stores to hypermarkets.

About Soriana
Soriana is Mexico's second largest grocery retail chain with more than
800 stores in over 200 cities across the country and over $8B revenues
in 2010. The group was founded in 1968 and is headquartered in
Monterrey, Mexico. All store formats are represented within Soriana,
from “Hipermart” hypermarkets to “Super City” convenience stores and
supermarkets (about 5,000 m²) operating under the “Mercado Soriana”
banner.

For further information, please contact:
Fredrik Berglund, CEO or Harald Bauer, CFO at 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 March 8th, 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 (http://www.pricer.com/)