Canadian supermarket chain Sobeys is deploying Pricer’s latest electronic shelf label (ESL) technology and the cloud-based Pricer Plaza platform across 300 to 350 stores.

Swedish firm Pricer has announced that its Canadian partner JRTech has signed an agreement with Sobeys (www.sobeys.com) that covers the supply of multicolour ESLs and the necessary store infrastructure, with a total hardware and infrastructure value of approximately $51m excluding Pricer Plaza. The deployment is scheduled for an 18-month period starting next month.

“We are very grateful for the trust and that Sobeys has once again chosen Pricer as its long-term strategic partner,” said Mats Arnehall, chief growth officer at Pricer. “This deal confirms our leading position in the North American market and the value of our high-performance system in high-density retail environments. Our scalable cloud platform, Pricer Plaza, will be the intelligence behind every label, enabling Sobeys to act faster and work smarter.”

Diego Mazzone, President and CEO of JRTech (jrtechsolutions.ca), added: “After years of close collaboration and shared success, we’re proud to grow our partnership with Sobeys even further with an expanded rollout. That momentum is driven by our ability to consistently deliver reliable, high-quality solutions in complex retail environments. Together, we are positioning our digital smart labels at the heart of a broader digital transformation, driving operational excellence, unlocking real-time intelligence, and creating meaningful value for both Sobeys and their customers.”

Pricer Plaza (www.pricer.com/products/platforms/pricer-plaza) powers and manages a store’s ESL infrastructure from pricing and promotions to task automation and in-store insights.

Pricer (www.pricer.com) is a pioneer and partner for in-store communication and digitalisation in the rapidly evolving retail tech landscape. Founded in Sweden in 1991, Pricer has delivered over 380 million ESLs in more than 28,000 stores across more than 80 countries.