The rapid rise of q-commerce platforms, such as Deliveroo, is reshaping UK shoppers’ grocery demands, raising the bar for in-store experiences across pricing and loyalty, says new research from Pricer.

Its study of 1,000 UK grocery shoppers showed that consumers are increasingly influenced by the digital convenience and personalised experiences they receive on rapid delivery platforms. And this is prompting more demand for personalised offers and frictionless pricing within their bricks-and-mortar buying journeys.

“Shoppers are now used to personalised pricing, real-time promotions and seamless loyalty integration,” said Finn Wikander, Chief Product Officer at Pricer. “They increasingly expect the same level of transparency and responsiveness when they walk into a physical store.”

Pricer’s research reveals that these digitally forged demands are now feeding back into store behaviours, with eight in ten (78%) shoppers expecting store prices to match online, while a further 79% say consistent pricing drives loyalty.

At the same time, three quarters (74%) actively seek out discounts and promotions, reinforcing the importance of dynamic, relevant pricing across all channels.

“Retailers don’t need to become Q-commerce platforms,” commented Wikander. However, he added that “they do need to bring the same immediacy, accuracy and relevance into the store,” pointing to the role of electronic shelf labels (ESLs) in driving real-time pricing and consistent promotions.