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ICA Malmborgsgruppen chooses next-generation electronic shelf labels


ICA Malmborgs, a regional grouping consisting of six ICA stores in Malmö and Lund in southern Sweden, focuses on enhanced shopping experience in their stores with next-generation color digital labels.

What started off as a small dairy store in Malmö, in southern Sweden, in 1954 has grown into a six-store chain of ICA Malmborgs stores in Malmö and Lund – always with a focus on quality and customer satisfaction. As one of the first retailers in the world, ICA Malmborgs installs next-generation electronic shelf labels (ESL), the four-color label SmartTag Color from Pricer, with new possibilities for creating appealing campaigns, in their six stores.

The solution that ICA Malmborgs has chosen, and which is supplied by Pricer’s partner StrongPoint, streamlines and simplifies work in-store. Price updates and management of campaigns will now take place in real time, ensuring the consumer always sees the right price and product information at the shelf edge, ensuring an optimal shopping experience. In addition, the solution eliminates the need for store staff to manually change the prices, a time-consuming process. This frees up time for staff to focus on customer service and other more value-added tasks. Pricer’s solution also facilitates other aspects of store work including providing accurate stock balance, stock replenishment and e-commerce picking via pick-by-light.

“We are very excited to partner with StrongPoint to use Pricer to provide our customers with the most accurate and up-to-date pricing and product information while improving our operational efficiency. The combination of StrongPoint and Pricer was the best solution on the market for us. We have had a long standing and successful collaboration with StrongPoint,” says Stefan Billing, owner of ICA Kvantum Malmborgs Tuna.

“We are extremely happy that ICA Kvantum Malmborgs has chosen to install its six stores with the new color labels as one of the first retailers in the world. In addition to features that enable price automation, faster replenishment and in-store picking of e-commerce orders, retailers can now create more appealing and creative promotions thanks to the colors and contrast of the labels. The new color labels also give the stores a fresh and modern look,” says Fredrik Sunesson, Sales Manager Sweden at Pricer.

“We are proud to have received the trust from ICA Malmborg in this important project. Being chosen as a supplier of Pricer electronic shelf labels is proof of our delivery of efficient and reliable solutions to Swedish grocery retailers. We look forward to the collaboration with ICA Malmborgs and to being able to deliver a solution that both enhances the customers' shopping experience while helping the stores to optimize operations,” says Magnus Rosén, SVP StrongPoint Sweden.

The rollout of the project is expected to begin in Q2 2023 and be completed in 2024.

For further information, please contact:

Fredrik Sunesson, Sales Manager Sweden, +46 708-108052

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

About ICA Malmborgs

ICA Malmborgs is a long-established grouping of six ICA stores in the Malmö and Lunda region that offers a wide range of products with a local connection. ICA Malmborgs has long collaborated with local suppliers to be able to offer sustainable choices at competitive prices.

About StrongPoint

StrongPoint is a grocery retail technology company that provides solutions to make shops smarter, shopping experiences better and online grocery shopping more efficient. With over 500 employees in Norway, Sweden, the Baltics, Spain, the UK and Ireland and together with a wide partner network, StrongPoint supports grocery and retail businesses in more than 20 countries. StrongPoint provides in-store cash management and payment solutions, electronic shelf labels, self-checkouts, task and labor management software, click & collect temperature-controlled grocery lockers, in-store and drive-thru grocery pickup solutions and grocery order picking solutions, both manual and automated. StrongPoint is headquartered in Norway and is listed on the Oslo Stock Exchange with a revenue of approx 1.4bn NOK [ticker: STRO].

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

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