UK consumers are setting firm expectations for price consistency, with new data indicating that any disparity in pricing across shopping channels directly impacts retailer trust and customer loyalty.

Price consistency

According to a recent survey, nearly eight out of ten UK shoppers (79%) state that their loyalty depends on price consistency, while 78% expect in-store and online prices to be the same. An identical proportion believe that promotions should be available across all channels, and two-thirds say they are frustrated by offers which are limited to one platform.

“Price integrity has become a hygiene factor,” said Finn Wikander, Global CPO, 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.”

Changing behaviours

Heightened price sensitivity is reflected in consumer habits. The research finds that 78% of shoppers are now more conscious of pricing, with 74% actively seeking discounts and promotions and an identical percentage comparing prices at the shelf. Nearly two-thirds (63%) report splitting their shopping across multiple stores in pursuit of better value.

Dynamic pricing, where retailers frequently adjust prices, has become a point of contention. Almost three-quarters (72%) interpret rapid price changes as evidence that prices only move upwards. Half of those surveyed express frustration when there are mismatches in product or stock information between physical stores and online listings.

Technology adoption

Digital solutions at the shelf-edge are viewed as key to rebuilding trust. Research shows that 69% of shoppers value detailed shelf labels, especially for higher-cost items. Electronic Shelf Labels (ESLs) are being suggested as tools to ensure real-time price alignment, enabling synchronised promotions and transparent price changes across sales channels.

“Shoppers are seeking both value and fairness. They’ll 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,” said Wikander.

Operational requirements

The findings highlight a consumer expectation for full transparency and immediate information updates. Shoppers expect identical information – including pricing, stock, and product details – whether buying online or in a store. Discrepancies lead to dissatisfaction and can impact brand credibility.

The survey approach was nationally representative, encompassing 1,070 UK consumers and capturing perspectives across ages, generations, and household incomes.