With economic uncertainties, price still matters in 2025, but it’s no longer the winning factor it once was.
After years of economic pressure and changes, most consumers are highly price conscious. But they are also re-defining what value means: it’s not just the final number at the till, but trust, convenience, quality and emotional reward.
This change isn’t just theoretical, it’s measurable, and it’s accelerating. Dentsu’s upcoming Q2 UK Consumer Navigator report shows that value now equals experience, and brands need to recognise this shift to stay ahead.
Why value has outgrown price
Economic confidence in the UK is shifting, with 28% of consumers rating the economy as “good” or “excellent,” up from under 20% earlier in the year. But shoppers remain cautious and are conscious of where they spend their money. Trust and quality, loyalty and rewards, and values and needs are becoming important decision factors.
This is reflected in consumer behaviour:
- 42% of customers say trust influences where they shop.
- 38% cite convenience and ease of experience as a key decision driver.
- 50% say loyalty schemes affect their shopping choices.
The signal is clear: total value spans product, price, experience and purpose. Retailers who ignore that will lose ground with their customers.
Redefining Value: Integrating Price, Quality, and Loyalty
Modern value is a three-part equation:
- Price
Price still matters, especially for household staples and fast-moving goods. But it’s not the big differentiator it used to be. - Quality
Consumers demand quality, transparency, and outstanding customer service. From British sourcing to ethical practices, these increase the perceived value of products and brands. - Loyalty
Consumers expect more than collecting points; they are seen as the minimum. Value-adds that feel relevant will create long-term connection and customer loyalty.
Turning data into meaningful experiences for long-term growth
Loyalty is not a standalone program that allows customers to collect points, but an essential infrastructure that transforms first-party data into meaningful customer journeys and experiences, real-time personalised CRM, and insight-led retail media. Integrated across the business, loyalty can become transformational, shifting the focus from price competition to delivering value through trust, relevance, and emotional reward.
For retailers to succeed in a highly competitive environment, they must:
- Redefine value as a connected proposition, spanning product, price, and purpose
- Build tailored journeys and timely rewards using CRM and loyalty data
- Bring brand stories into the heart of retail media and content strategy
- Create in-store experiences that foster brand engagement, turning physical space into a medium for storytelling, relevance, and emotional connection
- Integrate emotional reward into economic to deepen long-term loyalty
Future growth depends on making customers feel appreciated, not just helping them save a few pennies.
