Retail


an awkward conversation with an assistant who refuses to honour costly pricing mistakes. Customers vented their frustrations on pricing-mishaps in the


research. Nearly a third (29%) said staff should take more time ensuring information is clear and correct for customers. A quarter (24%) of consumers said pricing errors reflect badly on a brand, with one in five (19%) agreeing that it undermines the customer experience.


Minimising labelling errors Pricing errors happen for a multitude of reasons, from human error and miscommunication to technology not working efficiently. Te survey data shows that handwritten labels remain a major


cause of pricing errors, something cited by a third (31%) of respondents. Tis was followed by technology not printing labels in the correct format (29%), and staff unintentionally rolling out the wrong pricing by mistake (28%). Te good news is that smarter solutions for site-wide and


network-wide price labelling are becoming ever more accessible and easier to implement. Retailers using cloud-based label management systems, for


example, are finding that they can claw back lost revenue from mislabelled items by creating or updating labels in one place, with changes rolled out automatically store-wide or across an entire network of stores. Tis means that campaigns and offers can be deployed effectively and accurately every time without relying on every individual at


shop-floor level to shoulder part of the admin burden. Tey’re assured that whenever they pull a price from the system to create a label, it will be up to date. In addition, reporting tools also build accountability by


understanding what’s being printed across multiple sites with greater visibility. Tis is allowing retailers to maximise revenue opportunities from price changes and sales discounting. Our survey found that the majority are aware of the potential


benefits of investing in more capable price labelling technology. Nearly three quarters (74%) plan to invest in labelling technology in the year ahead, to boost efficiency and minimise error. Only half (51%) currently use a label printer linked to smart devices. Improved access to these solutions gives retailers greater


control over their revenues and minimise potentially costly mislabelling mistakes, and it’s only going to improve. At Brother, we have launched a new partnership with


BarcodeGenie which aims to make shelf-edge ticketing, reduce to clear, mark-downs and shipping label printing faster, simpler and more accurate for retailers. Consumers are becoming more price conscious, and the


tools they have at their disposal for comparing live prices have become more sophisticated. Ultimately, retailers with bricks and mortar footprints risk


being leſt behind if they are unable to not just to ensure the right price is always displayed on the shelf, but also to quickly change them in response to market conditions.


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November/December 2023 | 39


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