In-store vs. online pricing
As you are creating a seamless and converged experience between your different channels, one of the important alignments you have to decide is to what extent you are going to sync your online and in-store pricing. Overall, it is recommended that prices between your different channels do not vary significantly. This is because we’ve learned that one of the biggest reasons for not shopping online is that online prices are perceived high than those in-store, and while customers value the convenience of online shopping, the majority of them are not willing to pay higher prices for the same item. With these customers, a better way to ensure your cost-efficiency are picking and delivery fees as these are concrete services all customers understand. The upside with coherent online and offline pricing is that transparency between your different touch points can be an important value-add to your customers, thereby increasing their loyalty. If you choose this strategy, it should be strongly emphasized in your marketing communications.
Higher prices can however be considered in city centers. With busy traffic and limited or no access to hypermarkets, urban customers value the convenience of home delivery and are willing to pay some extra to save the trouble of grocery shopping.