The honest comparison
Pricer is one of the oldest ESL companies in the market — founded 1991 in Sweden, with major deployments across European grocery. Their SmartTAG Color line covers 1.6″ to 12.5″ in BWRY with 7-color LED accents. Highly proven.
For US retailers, the comparison points are: catalog breadth (ZKong has 59+ models vs Pricer's ~11 currently active SKUs), buying friction (Pricer requires enterprise sales engagement; ZKong sells direct), and support timezone (Sweden vs New York).
Side-by-side specs
| Retail Digitals (ZKong) | Pricer | |
|---|---|---|
| Country / HQ | USA (NY) | Sweden |
| Models in catalog | 55 | 11 |
| Size range | 1.5″ – 65.0″ | 1.6″ – 23.0″ |
| Unique sizes | 36 | 10 |
| Color tiers | 6color, BW, BWRY, LCD | BWR, BWRY, LCD |
| Freezer-rated models | 2 | 0 |
| IP67+ models | 10 | 0 |
| Wireless shelf-edge bar | ✓ Arrow | — |
| US-based support team | ✓ | — |
| Buy direct (no enterprise contract) | ✓ | — |
| Datasheets without sales call | ✓ Datasheet PDF | Sales contact required |
| Free decision tools | ROI calc + print-cut PDF | — |
Why a US retailer should choose us
Much broader catalog
ZKong: 59+ models across 7 series (Quantum, Arrow, Shield, Valley, Blade, Essence, Legendary). Pricer: ~11 active SKUs across SmartTAG Color, HangTAG, Pricer Avenue.
Sizes Pricer doesn't cover
Need 31.5″ full color? ZKong Essence. Need wireless shelf-edge bar? ZKong Arrow. Need stretched LCD shelf-edge for QSR? ZKong Legendary.
Direct US sales, no contract
Buy any quantity from Retail Digitals in NY. Pricer is enterprise sales out of Stockholm.
Same cloud architecture concept
Both are mature cloud platforms managing ESL fleets. ZKong's Cloud Platform also handles LCD signage + AI cameras in the same console.
Comparable color e-paper tech
Both BWRY 4-color + LED accent. Roughly equivalent display quality and refresh times.
Free decision tools
ZKong: ROI calculator + print-and-cut sizing template (PDF). Pricer requires consultation for sizing.
Where Pricer legitimately wins
We won't pretend they don't have real strengths. Here's what they do better:
- SmartTAG Power line battery. Pricer's Power line is engineered for very high refresh rates. If you push price changes hourly across thousands of items, the engineering may justify the friction.
- European market longevity. Long deployment history in European grocery (Carrefour, Auchan). If institutional reference matters more than direct-buy, that's real.
- Pricer Avenue digital signage. New shelf-edge digital signage line for premium retail brand experiences. Strong design.
If any of those align with your specific need, talk to Pricer too. We'd rather you make the right choice than the convenient one.
Get the full spec comparison + ROI estimate
15-minute conversation. We compare your specific shelf size, store count, and operating environment — honestly — against any of the major brands.