Shoppers are seeking both value and fairness, shows a recent research, suggesting that in most cases, price consistency directly drives shopper loyalty.
According to new research by Pricer, there is a growing trust gap between what shoppers expect and what retailers deliver.
Nearly eight in ten consumers (79 per cent) say price consistency directly drives their loyalty, while 78 per cent expect in-store and online prices to be identical.
The same proportion (78 per cent) say promotions should apply across all channels and two-thirds (66 per cent) are frustrated by offers that are only available in one place.
For today’s consumer, fairness is non-negotiable. Any perceived inconsistency—between shelf and website, or in promotions—undermines trust and directly threatens retailer credibility.
“Price integrity has become a hygiene factor,” said Finn Wikander, global CPO at Pricer. “When shoppers see one price on a shelf and another online, it feels unfair and they vote with their feet.
"This research shows that retailers who fail to unify their prices and promotions across channels are actively pushing their customers to competitors.”
The findings also reveal how cost vigilance is shaping new shopping behaviours. 78 per cent of shoppers say they are now more price conscious, 74 per cent actively seek discounts and promotions, and the same number (74 per cent) compare prices at the shelf.
Almost two-thirds (63 per cent) say they split their shop across multiple stores to get the best prices.
Meanwhile, dynamic pricing is emerging as a flashpoint for mistrust. Nearly three-quarters (72 per cent) of consumers interpret frequent repricing to mean prices are ‘only going up.’
Half (50 per cent) are frustrated when in-store information, such as stock or product details, does not match what they find online.
“Shoppers are seeking both value and fairness,” added Finn Wikander. “They will hunt for deals, but they still expect retailers to keep pricing predictable and transparent. Using digital shelf-edge solutions including Electronic Shelf Labels to align pricing and promotions in real-time is the most visible way to deliver that promise of fairness.”
The physical shelf-edge is now the critical battleground for rebuilding trust. A clear majority of shoppers say they want more and better information on shelf labels, with 69 per cent saying this matters most when purchasing higher value items.
Pricer’s research underlines the role of modern Electronic Shelf Labels (ESLs) in meeting these expectations. By synchronising instore and online pricing, enabling instant promotional updates and providing clear explanations of price changes, ESLs allow retailers to restore trust at the point of decision.