Moving from a product-oriented focus to enable “shaping effortless and inspiring in-store experiences"
Our client. Founded in Sweden in 1991 and listed on Nasdaq, Pricer is the global category founder of in in-store communications and retail digitalization. The company’s core expertise lies in digital shelf-edge solutions that allow retailers to instantly update prices and branded messaging directly in the aisle. To date, Pricer has delivered more than 350 million electronic shelf labels across 28,000+ stores in over 70 countries.
Our assignment. Pricer was created by a group of Scandinavian tech entrepreneurs who asked a simple question: “Why print millions of paper price tags every day for every shelf.” Their aim was to automate and digitalize pricing to improve communication, speed and efficiency. But the marketing tended to be overly technical, focused on product features, especially the advantages of their infrared platform compared to radio-based systems.
Our challenge was to reposition Pricer from a product-centric brand to a customer-centric one. This meant redefining the company’s purpose, vision and brand promise in a way that clearly aligns with customer needs, the direction of the industry, and supports future retail growth.
Our solution. Working closely with the Pricer management – and informed by customer research and insights – we identified the strategic position where Pricer had the greatest opportunity to differentiate, thrive and grow. Instead of simply making electronic price labels, we broadened our thinking to be reimaging aisle experience where everything communicates, and everyone benefits.
The result. The result was a new brand platform, communications concept and graphic identity. Guided by a new brand manifesto, we then translated the strategy and new identity into assets including a brand film, trade show concept, re-designed website, case materials and more.