Zollner Elektronik AG Is New Production Partner to Smart Retail Specialist Pricer

Pricer AB, the world’s leading provider of digital solutions for the retail industry, has awarded Zollner Elektronik AG with the serial production of Electronic Shelf Labels (ESL). Europe’s EMS market leader is currently setting up an automated production line for this purpose. Zollner wants to start delivering the electronic shelf labels, also known as digital price tags, in the first half of next year.

The demand in the retail industry for digital store concepts is growing, so Pricer selected another production partner that will expand its existing production sites in China and Thailand. The Swedish company deliberately chose an EMS provider in Europe to be closer to customers in this critical market. This should shorten delivery times and increase flexibility.

“With this decision, we not only hope to mitigate the impacts of geopolitical uncertainties and dependency on a just a few suppliers but also to continuously improve customer satisfaction”, says Helena Holmgren, President and CEO of Pricer. “Our strategic goal of producing where our customers are located will improve our market competitiveness. Furthermore, it contributes to reducing our CO₂ footprint. With this in the background, we have paid particular attention to automating the manufacturing of our products. We are happy that, together with Zollner, we are able to maximize the level of automation of our production lines.”

For Markus Aschenbrenner, Member of the Zollner Elektronik AG Managing Board, the partnership with Pricer is an ideal alliance: “Pricer is a leader in innovation in the retail sector we gladly support with our state-of-the-art production technologies. The automated production at one of our German locations allows us to scale the quantity of electronic shelf labels to meet the demand from Pricer with no problem. The quality of ‘Made in Germany‘ guarantees the manufacture of even large quantities at competitive prices.”