Price Pillar Insights: Unlocking Shopper Perceptions of Value

Despite notable strides in shopper satisfaction, the Price Pillar remains the most challenging area for retailers and suppliers, consistently ranking lowest among the four key dimensions of satisfaction.

While shoppers prioritize value, their satisfaction with “Great Prices in the Category” has only seen modest gains. This persistent gap highlights a critical opportunity for businesses to rethink pricing strategies and better align with shopper expectations.

The 2025 Shopper Satisfaction Report delves into the core pillars of Price, Product, Assortment, and Execution, revealing the factors that drive satisfaction and loyalty.

The Price Pillar, in particular, emphasizes the importance of balancing competitive pricing with perceived value, offering actionable insights for retailers and suppliers looking to build shopper trust.

Key Takeaways from the Price Pillar

Value is Essential, but Progress is Slow

Shoppers place a high priority on “Great Prices in the Category,” yet satisfaction in this area remains subdued. This underscores the need for retailers to adopt innovative, shopper-focused pricing strategies that better meet expectations.

Best Value Recognition is Rising

The good news? Satisfaction with “Easy to Identify Best Value” continues to improve, ranking as the most important lever within the Price Pillar. Retailers in the club channel are particularly effective here, earning shopper trust by delivering clear and compelling value propositions.

Promotions and EDLP Need Improvement

Compelling promotions and dependable everyday low pricing (EDLP) remain areas where retailers are falling short. Shoppers crave consistency and meaningful offers, signalling an opportunity to refine promotional strategies and build greater loyalty.

Learn from the Club Channel

The club channel leads the way in value perception, demonstrating how a focus on bulk pricing, transparency, and EDLP can create a winning formula. These successes offer valuable lessons for other retail formats aiming to strengthen their price strategies.

The Price Pillar demonstrates that delivering value isn’t just about offering the lowest prices—it’s about building shopper confidence in pricing that meets their expectations. By addressing gaps in promotions, everyday pricing, and value communication, retailers can foster loyalty and drive satisfaction.

Next Steps

Explore the insights from the 2025 Shopper Satisfaction Report to uncover actionable strategies for improving your position in the Price Pillar. Build pricing strategies that resonate with shoppers, drive satisfaction, and enhance loyalty.

Download the report today and take the first step toward transforming your pricing strategy to better meet shopper expectations.