Business & Technology
Q-commerce pushes UK shoppers to demand price parity
JOSEPH GABRIEL LAGONSIN
News Editor
Pricer has published UK research on how q-commerce is changing grocery shoppers’ expectations around pricing, loyalty and the in-store experience. The survey covered 1,070 shoppers across the UK.
The findings suggest growing pressure on supermarkets to align prices and promotions across digital and physical channels, as shoppers compare offers more closely and move between retailers.
The study found that 78% of shoppers expect in-store prices to match online prices, while 79% say consistent pricing influences loyalty. Another 66% are frustrated by deals available only through specific channels, indicating less tolerance for fragmented pricing strategies.
Store behaviour also reflects those changes. Nearly half of respondents, 48%, said they check prices online while shopping in-store. The figure was higher among younger and more affluent shoppers, suggesting mobile price checking has become part of the store visit for some groups.
Cost pressures, meanwhile, remain central to grocery buying decisions. The research found that 74% of shoppers actively seek discounts and promotions, while 63% visit multiple stores to secure better prices.
But the data points to a split market rather than a single consumer trend. Price-sensitive shoppers are trading down, switching stores and chasing lower prices, while younger and wealthier consumers place more weight on convenience, personalisation and product transparency.
That divide is also visible in store choice. The survey found that 69% of shoppers look for choice and variety, rising to 82% among higher-income households. It also found that 31% are shopping more at premium supermarkets, a shift driven largely by affluent consumers.
Changing expectations
Pricer linked those shifts to the spread of q-commerce platforms such as Deliveroo, which have moved beyond rapid delivery and increasingly use loyalty schemes, personalised offers and live pricing updates to drive repeat orders.
Finn Wikander, Chief Product Officer at Pricer, said the effect now extends beyond app-based shopping to shape expectations for physical stores. “Q-commerce is changing where people shop, but more importantly what they expect from every shopping experience,” he said.
“Shoppers are now used to personalised pricing, real-time promotions and seamless loyalty integration. They increasingly expect the same level of transparency and responsiveness when they walk into a physical store.
“Q-commerce has normalised the idea that loyalty should be rewarded instantly and consistently.
“Retailers can no longer treat pricing, promotions and loyalty as separate systems.”
In-store technology
The research also examined which in-store technologies shoppers would accept if they saw a clear benefit. More than half, 52%, said they wanted real-time price comparisons at the shelf, while 49% wanted personalised offers while shopping.
Interest in digital tools extended further. Some 41% said they wanted more digital signage in-store, and 25% were interested in electronic shelf labels. Appetite for electronic shelf labels rose to 36% among younger shoppers and 34% among higher-income groups.
Support for technology was not unconditional. The survey found that 61% would back in-store technology if it improved the shopping experience and kept prices low, but shoppers remained cautious about systems that replace staff or make shopping more complicated.
Wikander said retailers do not need to replicate the full q-commerce model, but they do need to respond to the expectations it has created. “Retailers don’t need to become q-commerce platforms,” he said.
“But they do need to bring the same immediacy, accuracy and relevance into the store. That’s where technologies like electronic shelf labels come in, enabling real-time pricing, consistent promotions and better communication at the shelf edge.”
The survey was conducted on a nationally representative basis and included breakdowns by age, generation and household income.
Business & Technology
Stagecoach West appoints new managing director Martin Gibbon
Martin Gibbon takes on the role covering operations across Gloucestershire, Oxfordshire, Herefordshire, Swindon, and Wiltshire.
He returns to the region after previously serving as operations director from 2019 to 2023.
Most recently, Mr Gibbon was managing director of Stagecoach South Wales and also served as chair of CPT (The Confederation of Public Transport) Wales.
Mr Gibbon said: “My focus will be on continuing to grow bus use by delivering reliable, high-quality services that people want to choose.
“I’ve seen first-hand how good public transport can transform opportunities for people, and that’s what motivates me to keep improving it.
“I’ve always been motivated by roles that make a real difference to people’s daily lives.
“Public transport is one of the few industries where you can see that impact immediately — connecting communities, supporting local economies and helping people access work, education and essential services.
“It also plays a vital role in improving social inclusion and delivering meaningful environmental benefits.
“You can expect openness, partnership and a genuine commitment to making your local bus services the best they can be.”
Mr Gibbon began his career with Stagecoach in 2011 and has since held a variety of operational and leadership roles across the South of England, including the West, Oxfordshire, and Wales.
Sam Greer, chief operating officer at Stagecoach Group Limited, said: “Martin brings real passion for our industry, strong leadership, and deep operational expertise.
“Importantly, he brings a transparency and genuine care for our local communities that really reflects what we mean when we say ‘We’ve got you’.
“I’m proud of this appointment and confident he will continue to strengthen the trust our customers place in us and deliver for the communities we serve across the region.”
Stagecoach, founded in 1980, is the UK’s largest bus and coach operator, with a fleet of 8,300 vehicles connecting over 100 major towns and cities across England, Scotland, and Wales.
The company employs 25,000 people and is deeply rooted in the communities it serves, aiming to make everyday journeys simpler, greener, and more reliable.
Stagecoach works with partners to promote greener, smarter, and more inclusive transport.
This helps reduce congestion, lower emissions, and support local economies.
The company continues to invest in sustainability, with more than 15 per cent of its fleet now electric.
As part of its sustainability strategy, Stagecoach has committed to donating up to 0.5 per cent of its annual profit before tax to charitable causes across the UK.
Business & Technology
Tech firm celebrates 16 years in business in Witney
Witney-based digital agency Olamalu, founded in 2010 by husband-and-wife team Kate Berman and Christoph Corvin. , has grown into an award-winning company supporting organisations across Oxfordshire and beyond.
Reflecting on the milestone, co-founder Kate Berman said: “Reaching 16 years in business is a huge moment for us and one we’re incredibly proud of.
“When we started Olamalu, we wanted to create a business that delivered brilliant technical solutions but also genuinely cared about people – from our clients and team to the wider community around us.”
Built on values of creativity and community, the company has expanded its reach while remaining committed to its original mission.
Olamalu has gained particular recognition for its support of the Oxfordshire community and its investment in youth.
It runs an apprenticeship scheme aimed at helping young people build careers in technology without needing to relocate to bigger cities.
In 2024, the company was named SME Apprentice Employer of the Year in the South East regional finals and was highly commended nationally.
Niall Middleton, software developer team leader and former apprentice, said: “My skills grew and grew as I went through my apprenticeship and now I’m at a place where I’m proud to say that I can tackle complex software development projects and develop the skills of our newer apprentices.
“I want to give back to this company after what they’ve given me: a chance to stretch myself, grow and learn these new skills.
“I want to feed that back into the business and be one of the driving forces of Olamalu’s growth.”
The business also supports charities including Homeless Oxfordshire, MyVision Oxfordshire, Oxfordshire Community Foundation, Cogges Heritage Trust, and Wychwood Forest Trust.
Its team runs school coding clubs, attends careers events, and offers work experience to students interested in tech.
Ms Berman said: “Helping young people into careers in tech and building long-lasting relationships has always been just as important to us as the work itself.
“Looking back over the last 16 years, we’re incredibly grateful for the support we’ve received and excited about what comes next.”
Olamalu’s commitment to the community has been recognised by clients such as Cogges Manor Farm.
Guy Reed, general manager at Cogges, said: “Cogges Manor Farm were one of Olamalu’s first customers.
“As a small, independent heritage charity, our website is the heartbeat of our business.
“We’ve just launched a brand-new site which Olamalu developed, and it’s made a difference to us already.
“We’re grateful for the 16 years of support and wish Olamalu a very happy birthday.”
Business & Technology
Public asked for views on Bicester Motion 10‑year plan
Taking place at Bicester Motion, the exhibition attracted around 80 visitors on June 12.
It also highlighted plans for new jobs, workspace, apartments, a hotel, and improved biodiversity.
Daniel Geoghegan, chief executive officer at Bicester Motion, said: “Thank you to everyone who took the time to attend our public exhibition and share their thoughts on the proposals.
“We were pleased to welcome so many people and have constructive conversations about the future of Bicester Motion.
“As custodians of this unique estate, we are committed to listening to our neighbours, local businesses and wider stakeholders.
“Their feedback is an important part of helping us shape plans that support long-term investment, jobs and opportunities, while respecting the estate’s heritage and its role within the local community.”
Visitors had the chance to meet the project team and ask questions.
The consultation remains open until 11pm on June 25, and the team is encouraging anyone who has not yet reviewed the proposals to do so online.
Following the close of the consultation, all comments will be reviewed and considered, and a consultation feedback report will be published outlining key themes and how feedback has influenced the plans.
Bicester Motion was supported by Ridge, Edgars, Nicholsons, Stantec, Motion, Aurochs Ecology, Worlledge Associates, and LDA Design.
More information and the feedback form can be found at https://consultation.bicestermotion.com/
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