Don’t pay for inaccurate pricing: Consumer trust and ESLs
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then manually overriding the PoS system. Every time this happens, trust is eroded, as labelling inaccuracies cast a shadow of doubt in shoppers’ minds over the reliability and integrity of in-store pricing. Given all of the innovation going on in
retail, it raises the question of why manual paper based labels are still being used? Labels that are often tired and unattractive. Beyond aesthetics and material costs, paper based labels cause operational issues, are time consuming to change, are often inaccurate and impact the environment too. There’s now a simple realisation that the challenge involved in trying to price match with a paper-based
system, across hundreds – if not thousands – of stores is just not humanly possible. With the growth of omnichannel retailing,
the same is true of maintaining consistent pricing across a website and physical stores. Online you’ve just got one price to change, but it’s more challenging to make that same change in countless bricks-and-mortar stores. Several years ago, Amazon was reportedly changing the prices of 15-20% of its inventory every day, equating to more than 2.5 million price modifications daily. Despite the number of changes, Amazon is able to deliver a consistent experience. And as consumers have grown used to a straightforward pricing
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