Brand comparison
Differences between Displaydata and Pricer
If your shortlist has come down to these two, the table below puts everything recorded in the catalogue side by side. We do not declare a winner — which difference matters depends on your store's scenario, and we do not know that scenario.
Measurable differences
Screen size range
Colour capability
Communication
Battery life (years)
Cold-rated models
IP protection class
Price band
Models with NFC
Sells in Türkiye
Full comparison
| Displaydata | Pricer | |
|---|---|---|
| Models in catalogue | 2 | 7 |
| Screen size range | 2.9″ – 7.4″ | 1.6″ – 12.5″ |
| Colour capability | 4 colours | 3 colours, 4 colours |
| Communication | 2.4 GHz proprietary | Infrared (IR) hybrid |
| Battery life (years) | 10 | 7 – 10 |
| Cold-rated models | 0 / 2 | 1 / 7 |
| IP protection class | IP54 | IP54, IP67 |
| Price band | Mid, Upper | Mid, Premium, Upper |
| Mains-powered models | 0 / 2 | 0 / 7 |
| Models with NFC | 0 / 2 | 2 / 7 |
| Market position | Tier-2 · Specialist | Tier-1 · Enterprise |
| Headquarters | Bracknell, İngiltere | Stockholm, İsveç |
| Founded | 2004 | 1991 |
| Management platform | Displaydata Enterprise | Pricer Plaza (bulut) · Pricer Avenue (görsel merchandising) |
| Sells in Türkiye | VKF Renzel Türkiye · FİRMALAZIM | Bilgi A.Ş., VKF Renzel Türkiye · FİRMALAZIM |
Displaydata
A British manufacturer that specialised early in fully graphic colour electronic shelf labels. The Chroma Aeon family comprises nine models from C16 to C125; models C16-C74 are four-colour and the largest model, C125, is three-colour. Battery life is stated as 10 years assuming 3 updates per day (6 years for the C16).
Strengths
- Fully graphic four-colour displays and a flexible template engine
- Strong in in-store visual merchandising and brand communication
- Battery life stated together with the update frequency it assumes - which makes comparison honest
Watch-outs
- Production scale is behind the Tier-1 players
- Resolution, IP class and operating temperature are not published publicly
- Direct service and stock availability in Türkiye is limited
Pricer
The only major manufacturer using infrared optical communication. Because there is no radio contention, it delivers sub-second bulk updates in dense label environments. In Canada, Sobeys is running a multi-colour ESL rollout with the Pricer system, scaling to 5 million labels across roughly 1,500 stores.
Strengths
- Sub-second updates - a contention-free optical channel
- Battery life of up to 10 years; a 50-75% reduction in battery footprint with SmartTAG Power
- Maturity in shelf positioning and order picking
- In-store operational automation through LED guidance
Watch-outs
- IR requires line of sight - ceiling height and shelf layout must be planned
- Lighting design and installation discipline directly affect deployment success
How solid is this comparison?
12 fields are estimated across Displaydata records, with 2 sources attached. For Pricer: 48 estimated fields and 12 sources. Estimated fields are derived from class averages and are marked individually on product pages; where the two brands differ sharply in how much is estimated, the comparison is unequal by the same degree.