Pricer research: real-time price comparisons top shopper demands for improving CX at shelf-edge
With inflation remaining high, price conscious UK shoppers now want the shelf-edge to become more dynamic when it comes to pricing and promotions to help them secure the best deals, according to research from Pricer.
The company’s survey of 1,000 UK shoppers showed that real-time visibility of prices delivered at the shelf-edge was the top driver of in-store customer experience (CX) for 39% of consumers.
33% said they now wanted real-time visibility of deals and promotions delivered at the shelf-edge, and a further 30% wanted digital labels to give them live alerts on price drops, to help them get the best deal and help their budgets go further.
Whilst more dynamic pricing and promotions capabilities were the key components in improving experiences at the shelf-edge for shoppers, 36% also wanted instant alerts to be sent to staff to improve replenishment, with notifications on out-of-stocks sent in real-time to help store associates restock shelves more quickly and reduce shelf gaps, which remains a key bugbear for shoppers in-store.
Typically, Brits report that on average 17% of their regular food shop is unavailable on shelf when they shop in-store.
A fifth of shoppers also wanted to see the shelf-edge used as a vehicle for delivering personalised offers and deals, with shoppers wanting to be engaged and communicated to in the aisle when making their buying decisions.
45% wanted more digital signage at the shelf-edge to help inform their purchasing decisions, rising to 57% of Gen Z, while over a third (36%) would be more likely to convert if they were served digital ads at the shelf-edge, rising to 58% of Gen Z.
Peter Ward, Country Manager for UK & Ireland at Pricer, comments: “Whilst more dynamic pricing and promotions alerts are going to win favour among cost-of-living consumers, the shelf-edge has the potential to become so much more than a vehicle for pricing information alone. “
“Digitally enabled, the shelf-edge has the potential to become a compelling customer engagement platform, offering retailers the ability to serve highly targeted, engaging advertisements to conversion ready shoppers, as well as opening up potential new ad revenues streams as third party brands expand retail media network capabilities.”
Continue reading…