From Price to Personalisation: Why Consistent Pricing Drives Consumer Loyalty

By Cheryl Jackson

Recent research shows that shoppers now see fair and consistent pricing across all channels as the main reason they stay loyal to a brand.

A new report from Pricer found that almost 8 in 10 (79%) consumers now see price as the biggest factor in their shopping choices and brand loyalty. This marks a clear change in how people buy from brands.

This shift is not only about price, but also about trust. When customers see different prices for the same product in different places, they lose confidence. Shoppers now expect prices to be the same everywhere.

Brands need to rethink their loyalty strategies and make price transparency a priority by keeping promotional prices the same across all sales and marketing channels.

Recent data from Aptos shows that three-quarters of UK shoppers plan to keep or even increase their spending this year. However, they will favour brands that offer fair prices and a good experience.

Price consistency is only part of what matters. Another study shows that personalisation is just as important to shoppers. UK consumers now expect brands to see them as individuals with their own needs and preferences.

Personalised offers, discounts, recommendations, rewards, and messages are now key to building customer loyalty. Research shows that 74% of price-sensitive shoppers look for deals and promotions, and 74% compare prices in stores and online. Also, 63% visit different stores to find their favourite brands at the best prices.

By using customer data and technology, businesses can offer tailored experiences, better deals, and recommendations that fit each person’s needs. When customers feel noticed and valued, they are more likely to come back, support your brand, and tell others about it.

Clear communication is also key to building loyalty. Businesses should be open about sales, price cuts, promotions, and product details to stand out since customers value brands that make information easy to find and understand. Always focus on fairness, no matter where or how people shop.

Additionally, offering the same service and prices in every location improves your brand’s reputation and helps build long-term relationships.

For example, John Lewis has supported price consistency for years with its ‘Never Knowingly Undersold’ policy, which now covers fair pricing more broadly. The company has always matched competitors' prices, building trust and loyalty in the retail sector.

Boots’ Price Advantage scheme and Advantage Loyalty Card ensure deals are consistent across all channels. This openness, along with highly targeted personalised offers and relevant personal communication, builds trust and encourages customers to return.

Online fashion retailer ASOS keeps its prices the same across its website, app, and international sites in real time. This transparency, along with regular price updates and AI-powered personalised suggestions, helps build trust.

What is clear is that loyalty depends on fairness, transparency, and personalised value, not just points or perks. Companies that do not invest in technology, such as CRM programmes, to deliver their sales messages, or adapt to market changes and customer behaviours, may fall behind as shoppers become more price-conscious and informed.

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