![\"Joseph](\"https:\/\/www.europesays.com\/britain\/wp-content\/uploads\/2026\/05\/1778144243_638_Techday_Bio_Photo.webp\"\/)
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JOSEPH GABRIEL LAGONSIN<\/p>\n
News Editor<\/p>\n
Pricer has published UK research on how q-commerce is changing grocery shoppers’ expectations around pricing, loyalty and the in-store experience. The survey covered 1,070 shoppers across the UK.<\/p>\n
The findings suggest growing pressure on supermarkets to align prices and promotions across digital and physical channels, as shoppers compare offers more closely and move between retailers.<\/p>\n
The study found that 78% of shoppers expect in-store prices to match online prices, while 79% say consistent pricing influences loyalty. Another 66% are frustrated by deals available only through specific channels, indicating less tolerance for fragmented pricing strategies.<\/p>\n
Store behaviour also reflects those changes. Nearly half of respondents, 48%, said they check prices online while shopping in-store. The figure was higher among younger and more affluent shoppers, suggesting mobile price checking has become part of the store visit for some groups.<\/p>\n
Cost pressures, meanwhile, remain central to grocery buying decisions. The research found that 74% of shoppers actively seek discounts and promotions, while 63% visit multiple stores to secure better prices.<\/p>\n
But the data points to a split market rather than a single consumer trend. Price-sensitive shoppers are trading down, switching stores and chasing lower prices, while younger and wealthier consumers place more weight on convenience, personalisation and product transparency.<\/p>\n
That divide is also visible in store choice. The survey found that 69% of shoppers look for choice and variety, rising to 82% among higher-income households. It also found that 31% are shopping more at premium supermarkets, a shift driven largely by affluent consumers.<\/p>\n
Changing expectations<\/p>\n
Pricer linked those shifts to the spread of q-commerce platforms such as Deliveroo, which have moved beyond rapid delivery and increasingly use loyalty schemes, personalised offers and live pricing updates to drive repeat orders.<\/p>\n
Finn Wikander, Chief Product Officer at Pricer, said the effect now extends beyond app-based shopping to shape expectations for physical stores. “Q-commerce is changing where people shop, but more importantly what they expect from every shopping experience,” he said.<\/p>\n
“Shoppers are now used to personalised pricing, real-time promotions and seamless loyalty integration. They increasingly expect the same level of transparency and responsiveness when they walk into a physical store.<\/p>\n
“Q-commerce has normalised the idea that loyalty should be rewarded instantly and consistently.<\/p>\n
“Retailers can no longer treat pricing, promotions and loyalty as separate systems.”<\/p>\n
In-store technology<\/p>\n
The research also examined which in-store technologies shoppers would accept if they saw a clear benefit. More than half, 52%, said they wanted real-time price comparisons at the shelf, while 49% wanted personalised offers while shopping.<\/p>\n
Interest in digital tools extended further. Some 41% said they wanted more digital signage in-store, and 25% were interested in electronic shelf labels. Appetite for electronic shelf labels rose to 36% among younger shoppers and 34% among higher-income groups.<\/p>\n
Support for technology was not unconditional. The survey found that 61% would back in-store technology if it improved the shopping experience and kept prices low, but shoppers remained cautious about systems that replace staff or make shopping more complicated.<\/p>\n
Wikander said retailers do not need to replicate the full q-commerce model, but they do need to respond to the expectations it has created. “Retailers don’t need to become q-commerce platforms,” he said.<\/p>\n
“But they do need to bring the same immediacy, accuracy and relevance into the store. That’s where technologies like electronic shelf labels come in, enabling real-time pricing, consistent promotions and better communication at the shelf edge.”<\/p>\n
The survey was conducted on a nationally representative basis and included breakdowns by age, generation and household income.<\/p>\n","protected":false},"excerpt":{"rendered":"JOSEPH GABRIEL LAGONSIN News Editor Pricer has published UK research on how q-commerce is changing grocery shoppers’ expectations…\n","protected":false},"author":2,"featured_media":30583,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[6756,1922,8628,7518,13311,13309,13310,1259,11102,4049,1926,12919,12613,5,6,1291],"class_list":{"0":"post-30582","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uk","8":"tag-customer-data-platforms-cdp","9":"tag-customer-experience-cx","10":"tag-customer-loyalty","11":"tag-deliveroo","12":"tag-digital-shelf","13":"tag-digital-signage","14":"tag-esl","15":"tag-inflation","16":"tag-loyalty-programmes","17":"tag-market-research","18":"tag-marketing-technologies-martech","19":"tag-personalisation","20":"tag-real-time-data","21":"tag-uk","22":"tag-united-kingdom","23":"tag-united-kingdom-uk"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@UnitedKingdom\/116532467640760934","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/30582","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/comments?post=30582"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/30582\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media\/30583"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media?parent=30582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/categories?post=30582"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/tags?post=30582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}