Skip to content

Brico Dépôt choses digital in-store solution from Pricer


Pricer, a global leader in in-store automation and communication solutions, partners with DIY chain Brico Dépôt for the deployment of the cloud-based platform Pricer Plaza and electronic shelf labels in more than 120 stores across France by the end of the year.

With this partnership, which was previously announced in March 2023, Brico Dépôt, the subsidiary of the British group Kingfisher, aims at gaining productivity and price agility, while optimizing working conditions for the employees in the stores.

In order to remain faithful to its promise of low prices all year round and to be more agile, Brico Dépôt has decided to call on the expertise of Pricer to equip its 123 stores throughout France with the cloud-based platform Pricer Plaza and electronic shelf labels. This choice is motivated by the need to maintain its momentum in a subdued DIY market after the increased sales during Covid, but also by the desire to free its in-store teams from repetitive and time-consuming tasks connected to the use of paper labels. The Instant flash of the digital labels, which is enabled by Pricer’s unique optical wireless communication, offers significant daily time savings in locating products, putting them on the shelves and preparing orders (Drive and Click & Collect) and enables the teams to focus more on customer service.

“Having a reliable price setting is essential for building a trustful relationship with our customers. The introduction of electronic labels will also save valuable time for our colleagues in the stores. We are very happy to have chosen Pricer for this project that we have developed together. The Pricer teams are here to support us in our aim at always serving our customers better, says Frédéric Philippe, Head of Support Operations at Brico Dépôt.

“Price management is one of the foundations of store management. It is only with electronic labels that one can guarantee that the price is right at any time. Brico Dépôt has realized this and at Pricer, we are delighted that they have chosen us to support them in their deployment project. With a brand promise as strong as theirs, there is no room for errors and we are proud to put our optical wireless communication technology, recognized as the most reliable and energy-efficient on the market, at the service of their teams”, says Vincent Raulin, Key Account Manager, at Pricer.

Installing 110 stores in 4 months – a challenge Pricer can meet

After a pre-deployment in June earlier this year with 12 stores equipped in one month, Brico Dépôt has entered an acceleration phase since the beginning of September with an installation rate of 6 stores per week until the end of the year. One of the keys to this accelerated deployment is the quality of the support provided by Pricer. To carry out this ambitious project Pricer offers a turnkey solution, from the installation of the infrastructure and mounting of rails and labels, to the connection of products to the labels, training and after-sales service. The cloud-based platform Pricer Plaza ensures fast, secure and reliable integration of the electronic shelf label system as well as optimal management, combined with real-time decision-making at the scale of an entire chain, group or region, or individual store.

For further information, please contact:

Vincent Raulin, Key Account Manager, +33 6 81 89 53 93

Mats Arnehall, Head of Region Europe, +46 70-8108084

About Pricer

Pricer is a leading global technology company serving the rapidly growing smart retail market with in-store digital solutions that enhance both store performance and the shopping experience. Through electronic shelf labels, advanced technology, such as optical wireless communication and AI, and continuous innovation, Pricer offers the foundation for in-store communication and efficiency. The industry-leading Pricer platform delivers benefits from 30 years of deployment experience and is fast, robust, interconnectable and scalable. Pricer was founded in Sweden in 1991 and is listed on Nasdaq Stockholm. For further information, please visit

Attached files