Brand comparison
Differences between Pricer and Sertag
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
| Pricer | Sertag | |
|---|---|---|
| Models in catalogue | 7 | 2 |
| Screen size range | 1.6″ – 12.5″ | 2.9″ – 7.5″ |
| Colour capability | 3 colours, 4 colours | 3 colours |
| Communication | Infrared (IR) hybrid | Sub-1 GHz (433/868 MHz) |
| Battery life (years) | 7 – 10 | 5 |
| Cold-rated models | 1 / 7 | 0 / 2 |
| IP protection class | IP54, IP67 | IP54 |
| Price band | Mid, Premium, Upper | Economy, Upper |
| Mains-powered models | 0 / 7 | 0 / 2 |
| Models with NFC | 2 / 7 | 0 / 2 |
| Market position | Tier-1 · Enterprise | Tier-3 · Value |
| Headquarters | Stockholm, İsveç | Shenzhen, Çin |
| Founded | 1991 | 2011 |
| Management platform | Pricer Plaza (bulut) · Pricer Avenue (görsel merchandising) | Sertag ESL System |
| Sells in Türkiye | Bilgi A.Ş., VKF Renzel Türkiye · FİRMALAZIM | — |
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
Sertag
A manufacturer specialising in sub-1 GHz communication. Thanks to the high penetration of the lower frequency, it covers a wide area with fewer access points in environments dense with metal shelving and walls. Note: the manufacturer's site was unreachable during the 2026-08 verification round; the records rest on secondary sources.
Strengths
- Wide coverage with a low access point count thanks to sub-1 GHz
- Advantageous in warehouses and industrial facilities
- Reasonable infrastructure and hardware cost
Watch-outs
- Low bandwidth - bulk updates are slow
- Limited variety in colour and large-format models
How solid is this comparison?
48 fields are estimated across Pricer records, with 12 sources attached. For Sertag: 18 estimated fields and 2 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.