In this multichannel world of retailing, consistency is one of the key factors in shoppers’ attitudes toward a firm. The easiest area to measure with regard to the consistency across channels is pricing, since this is so concrete and observable. But, for various reasons, price consistency across channels is not necessarily easy to implement.

According to a recent report by Profitero: “A new survey from business consultancy SDL reveals that 69% of consumers polled expect in-store, online, and mobile apps to offer the same pricing, discounts, and sales. The survey looked at the mobile and social media habits of consumers in the U.S., U.K., Australia, and Singapore, and also found that 77% of respondents confirm they regularly ‘showroom’. Today’s consumer wants brands to offer a consistent experience across mobile, social, and traditional channels according to SDL’s The New Disruption for Brands report. The findings from the study confirm that shoppers function seamlessly across channels when interacting with brands, and expect the same level of consistency and value regardless of which channel they interact with. The survey found that 62% of respondents use a mobile device in-store to compare products and prices, whilst 77% confirmed they regularly showroom – checking the price of a product at a bricks-and-mortar store before purchasing the same product at a cheaper price online.”

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