Exhibitor News

Pricer will join retail leaders at the Retail Technology Show 2026 at ExCeL London (Stand K50), where it will showcase Pricer Avenue™, its high-impact, battery-free shelf-edge platform, alongside hosting a main-stage session focused on sustainability and practical food waste reduction.

Visitors to Stand K50 will be able to experience Pricer Avenue, Pricer’s modular, powered rail platform designed for selective, high-impact deployment in premium aisles, branded environments and high-promotion zones.

Rather than positioning digital shelf-edge technology as a uniform, store-wide upgrade, Pricer Avenue is designed for targeted use where communication, brand storytelling and clarity have the greatest commercial influence.

Built around a continuous powered rail architecture, the platform eliminates disposable batteries while supporting electronic shelf labels and future IoT devices. Its snap and lock function enables rapid reconfiguration, while large-format “Floating Canvas” displays, created by linking multiple ESLs, deliver immersive, highly visible in-aisle communication.

Integration with Pricer Plaza provides real-time pricing and promotion updates, LED task management for store associates and data-driven execution that strengthens in-store accuracy and agility.

Finn Wikander, Chief Product Officer at Pricer, commented, “Retailers are increasingly identifying specific zones that drive margin, engagement and differentiation. Pricer Avenue is designed to elevate those areas with premium, future-ready communication. It reflects a shift from digitisation for its own sake toward purposeful deployment.”

While Pricer Avenue will be demonstrated on the stand as part of the company’s next generation shelf-edge portfolio, the retailer speaking session will centre on how technology can turn sustainability from ambition into measurable commercial results.

On the main stage, Sofie Wikander, Head of Sustainability at Pricer, will moderate a 30-minute session titled The Intelligent Shelf: Turning Sustainability into Profit, joined by Rob Smith, Technology Officer, East of England Co-op, Alex Considine Tong, Chief Product Officer, Retail Insight and Gemma Edlin, Head of Retail, Company Shop.

The session will explore how grocery retailers can eliminate food waste while protecting margin and strengthening consumer trust. Discussion will focus on practical, scalable approaches including AI-driven dynamic pricing, real-time expiry tracking and digital shelf-edge communication, positioning the store as an active sustainability engine rather than a passive retail environment.

“Sustainability is now central to commercial resilience,” said Sofie Wikander. “Retail is the final intervention point before food becomes waste. The right technology, applied with discipline, can turn that moment into both an environmental and a financial win.”

Rob Smith will share insights from East of England Co-op’s approach to modernising its retail technology estate, including electronic shelf-edge labelling initiatives and a recent two-week pilot of next-generation shelf-edge communication in selected areas.

Company Shop will contribute its perspective on surplus redistribution and sustainable retail operations, highlighting how disciplined execution and transparency can build trust while reducing waste.

Importantly, the session is focused on sustainability outcomes and execution at scale, rather than any single product deployment, reflecting retailers’ growing emphasis on measurable impact.

Backed by shopper insight

Pricer’s showcase at Retail Technology Show 2026 is underpinned by findings from its independent study of 5,000 shoppers across the UK, Germany, France, Italy and the USA.

The research reveals rising shopper expectations around price clarity, promotional transparency and accessible product information in-store. Across markets, consumers consistently cite clear, trustworthy shelf-edge communication as a factor influencing purchasing decisions and brand perception.

These insights directly inform Pricer Avenue’s design philosophy: combining visibility, flexibility and sustainability to address real, measured shopper expectations.

As regulatory scrutiny increases around pricing accuracy, promotions compliance and sustainability claims, the shelf edge is becoming both a commercial and governance surface. Pricer’s portfolio reflects this evolution, supporting retailers as they balance operational precision, customer experience and environmental responsibility.

About Pricer

Pricer is a pioneer and partner for in-store communication and digitalisation in the rapidly evolving retail technology landscape. Founded in Sweden in 1991 and listed on Nasdaq Stockholm, Pricer has delivered over 380 million electronic shelf labels to more than 28,000 stores across more than 80 countries. The company empowers leading retailers worldwide to create effortless and inspiring shopping experiences while improving operational efficiency and sustainability.

For more information, visit www.pricer.com