Pricer AB

A retail technology vendor with 30 years experience delivering Electronic Shelf Labels (ESL) into large retailers globally. Pricer is a publicly quoted company on the NASDAQ Stockholm Exchange with a long and storied history. As Smart Retail emerged, the market is estimated to grow at 15-20% pa. Pricer's ESL technology has become a foundational part of store digitalization strategy.

After a corporate "restart," PRICER's CEO and Board of Directors sought to reposition the company from a hardware ESL vendor to a foundational provider and enabler of retail digitalization. The CEO emphasized the need for immediate action, instructing the team to start by examining products and technology.

Pricer AB required a broad strategy beyond product and technology positioning. They aimed to engage senior executives overseeing retail digitalization, omnichannel, and innovation at the chain or group level. Additionally, aligning the Marketing team with overall business goals was essential. To address these challenges, immediate actions included recruitment, integration, training, and enhancing data and technology resources.

To convey value and differentiation Synima Group worked to establish a single, agreed narrative around what Pricer did and the services provided - This was expedited and delivered in days, forming the basis for a value proposition, product presentation, and related content materials. Subsequently, positioning, solution narratives, and product messaging, were delivered with the goal of equipping all customer-facing staff to communicate the core proposition.

The Pricer visual and tonal brand was completely refreshed, emblematic of the human, optimistic, global business it is, and a new visual style was established. Implementation commenced with new and fresh approaches to collateral, sales tools, events, presentation materials and a webiste refresh presently in planning. All has been reinforced by a new level of rigor in the use of main PRICER brand and selected sub-brands, maintaining focus on key areas. This subsequently rolled into to the 2023 launch of PRICER's new website, executed in collaboration with Synima partner agency Babelquest.

To enhance awareness and establish thought leadership, Synima Group collaborated with Stockholm-based Burson Cohn Wolfe (BCW) on an extensive media and analyst engagement plan. This involved announcements, newsroom support, interviews, and a social media outreach program for the launch of key new products, including Pricer Plaza (a cloud-based central management system). Additionally, media training was provided for all spokespeople, who have since supported a speaker program, driving increased engagement and generating new leads.