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UK’s leading outdoor retailer O&CC boosts customer experience and in-store efficiency with digital solution from Pricer


As the first UK clothing retailer to deploy electronic shelf labels from Pricer O&CC plans to complete a full chain rollout of the cloud-based platform Pricer Plaza and digital labels with a customized solution for this high-end brand.

For Outdoor and Cycle Concepts Ltd (O&CC), the largest outdoor, run and snowsports retailer in the UK, comprising of the well-known high street brands Cotswold Outdoor, Runners Need and Snow+Rock customer service is at the forefront. To improve efficiency in the stores and free up time for the store employees so that they can focus on serving the customers, a digital solution for in-store automation and communication from Pricer will be installed in all 78 stores by the end of May 2024.

After a successful pilot installation in the new Cotswold Outdoor store in Milton Keynes with the cloud-based platform Pricer Plaza and customized SmartTAG color and HangTAG electronic shelf labels, and five more stores installed during the autumn, O&CC has now decided to move forward with the installation of the full chain, consisting of 78 stores across the UK, corresponding to an order value of approximately 20 MSEK.

In addition to real-time price adjustment possibilities in the whole chain, O&CC is looking at the possibilities of using the tool to do more efficient picking of online orders for their Click & Collect service and replenishment to make sure all products are available on the shelves at all times.

“Our mission is to inspire and support customers to get outside. As well as offering the best brands and products, we provide exceptional in-store services like 3D foot scanning, outdoor footwear and pack fitting, running gait analysis and ski boot fitting. Installing a digital in-store pricing solution from Pricer will drive efficiency, improve sustainability, and ultimately enable our in-store teams to dedicate more time to serving our customers. We’re delighted to be in partnership with Pricer to help achieve this ambition during 2024 and beyond”, says Chris Jones, Strategic Operations Director at O&CC.

“We are delighted to welcome this high-end retailer as a new customer and that we together have developed a customized label to fit the needs of their clothing department, with individual labels on each garment. It is also a strategic decision that O&CC has taken to invest in business-critical in-store technology that enhances efficiency, which is especially important in times with high inflation and increasing basic salary”, says Peter Ward, Country Manager for UK & Ireland, at Pricer.

For further information, please contact:

Peter Ward, Country Manager for UK & Ireland, +44 736 826 03 43

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

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