+61 2 8607 7001
Level 8, 65 York Street Sydney 2000

Blog Post

consistent pricing

Small Business Insights from M&S’s Consistent Pricing Strategy 👚


Value-based pricing is crucial for small businesses because it highlights the value they provide, not just the cost. Marks & Spencer’s “first price, right price” strategy demonstrates its effectiveness, showing how consistent, transparent pricing leads to higher full-price sales. For small businesses, focusing on value over discounts enhances brand perception, ensures sustainable profit margins, and boosts customer loyalty, driving long-term success.


>Download Now: Free PDF How To Drive Pricing Strategy To Accelerate Sales & EBIT Growth


However, small businesses often have limited resources and capabilities. Thus, it is hard to move away from relying on discounts. Nonetheless, the effort to adopt value-based pricing is worth it. This strategy provides long-term benefits. It boosts profitability and strengthens customer loyalty. Though it requires an initial investment, the returns are substantial. 


In this article, we are going to discuss what small businesses can learn from M&S’s consistent pricing strategy. First, we present the key elements of M&S’s “first price, right price” approach. Then, we delve into the benefits of consistent and transparent pricing. We argue that adopting these practices enhances customer trust and profitability.


At Value Culture, we believe that value-based pricing and strategic investments lead to sustainable growth. By the end, you will know how to apply consistent pricing to your small business for long-term success.


Why Small Businesses Can Benefit from a Consistent Pricing Strategy


Understanding value-based pricing is essential for small businesses. Value-based pricing focuses on the value a product or service provides to customers. Unlike cost-plus pricing, which adds a markup to the cost, or competition-based pricing, which sets prices based on competitors, value-based pricing considers what customers are willing to pay based on perceived value. This method aligns prices with the benefits and quality perceived by the customer.


Marks & Spencer’s (M&S) strategy exemplifies value-based pricing through its “first price, right price” approach. M&S moves away from frequent discounts and promotions, setting prices that reflect the true value of their products from the start. This transparency builds trust and encourages customers to buy at full price, as they perceive the value to be fair and consistent.


Small businesses can learn from M&S’s price consistency and transparency strategy.


First, by setting prices that reflect the value of their products, businesses can build stronger relationships with their customers. For instance, M&S saw 80% of their sales at full price after implementing their strategy. This indicates that customers appreciate and trust transparent pricing.


Second, M&S’s strategy reduces the need for constant discounting, which can dilute brand value. Small businesses often feel pressured to offer discounts to compete, but this can harm long-term profitability. By focusing on value, small businesses can maintain their brand integrity and avoid the pitfalls of perpetual discounting.


Lastly, M&S’s investment in better customer loyalty programs and improved buying experiences shows the importance of overall customer satisfaction in value-based pricing. Small businesses can see how these elements contribute to customer loyalty and higher sales. M&S’s financial results, including a 5.2% increase in sales and a 58% rise in profit before tax, underscore the effectiveness of this approach.


In essence, small businesses can learn from M&S by recognising the benefits of value-based pricing. This strategy helps build trust, maintain brand value, and improve profitability, providing a clear path to sustainable growth.


Lessons Small Business Can Gain from M&S’s Consistent Pricing Strategy


Small businesses often struggle with pricing strategies. Learning from successful companies like Marks & Spencer (M&S) can provide valuable insights. M&S’s “first price, right price” strategy focuses on value-based pricing, consistent and transparent practices, and enhancing customer trust.


1: Building Customer Trust Through Consistent and Transparent Pricing


Consistent pricing is crucial for small businesses. It builds customer trust, as clients know they are getting a fair deal every time. Transparent pricing ensures customers do not feel misled. This trust leads to increased loyalty and a positive brand perception.


consistent pricing


For example, Marks & Spencer (M&S) adopts the “first price, right price” strategy. They avoid frequent discounts and set fair prices from the beginning. This approach results in 80% of their sales at full price, proving that customers value consistency and transparency. Small businesses can emulate this by setting the right initial price and maintaining it.


2. Improving Product Quality and Features


Investing in product quality significantly enhances customer satisfaction. When businesses focus on quality improvements, customers notice and appreciate it. Adding valuable features and benefits further increases the perceived value of the product or service.


Consider M&S’s emphasis on quality. They invested in better materials and production processes, leading to a 5.2% increase in clothing and home sales. Small businesses should follow this example by continually improving their offerings. For instance, a small bakery can use higher-quality ingredients to create better-tasting products.


Exceptional customer service also plays a vital role in perceived value. Well-trained staff who provide excellent service can significantly enhance customer experience. M&S’s improved customer loyalty programs drive personalised promotions and better deals. Small businesses can benefit from training their staff to improve customer interactions, ensuring a superior experience for every client.


3: Effective Branding and Marketing


Building a strong brand identity is essential for small businesses. A compelling brand differentiates a business from its competitors. Effective branding and marketing communicate the value of products and services to customers.


M&S maintains a strong brand by focusing on style, value, and quality. Small businesses can learn from this by developing a clear brand message. For example, a local coffee shop can highlight its unique coffee blends and cozy atmosphere through targeted marketing efforts.


4. Reducing Dependency on Discounts


Frequent discounting can harm brand perception and profit margins. Customers might begin to expect discounts, undermining the perceived value of the products. This strategy can lead to lower profits and an unsustainable business model.


Instead, businesses should explore alternative promotional strategies. M&S reduces blanket promotions and focuses on value-based pricing. Small businesses can offer limited-time deals or exclusive offers to create urgency without devaluing their products. Loyalty programs and bundle pricing can also provide value to customers while maintaining profitability. For instance, a small bookstore can offer a discount on a bundle of books rather than discounting individual titles.


5. Tracking and Adjusting Pricing Strategies


Monitoring sales data and customer feedback is essential for refining pricing strategies. Data-driven insights help businesses understand what works and what needs adjustment. This ongoing process ensures that pricing remains competitive and aligned with customer expectations.


M&S uses new systems and data to track customer and pricing metrics. Small businesses can implement similar practices by using affordable analytics tools. Regularly reviewing sales data and customer feedback allows businesses to adjust their prices based on real-time insights. For example, a small online retailer can use website analytics to determine which products are most popular and adjust prices accordingly.


Implications of Implementing a Consistent Pricing Strategy in a Small Business


Training staff is crucial for delivering value. Well-trained employees improve customer interactions, creating a positive experience. This leads to increased customer satisfaction and loyalty.


Effective training programs focus on product knowledge, customer service skills, and company values. Regular workshops and role-playing scenarios help staff handle real-life situations with confidence. For example, a small retail store can train employees to greet customers warmly and offer personalised assistance. This personal touch makes customers feel valued, encouraging repeat visits.


Small- and medium-sized firm employees frequently have their hands full of workloads. But, our findings show that with the right set-up and pricing plans, incremental earnings gains can begin to occur in less than 12 weeks. After 6 months, your teams can capture at least 1.0-3.25% more margin using better price management processes. After 9-12 months, businesses often generate between 7-11% additional margin each year as they identify more complex and previously unrealised opportunities, efficiencies, and risks.

A well-thought-out pricing strategy is essential for small businesses. It ensures prices reflect the value offered and align with market expectations. A solid pricing plan prevents the pitfalls of arbitrary or reactive pricing.


A clear pricing plan boosts profit margins and maintains brand integrity. It also reduces reliance on frequent discounts, which can undermine profitability. For instance, a small boutique might set prices based on the quality and uniqueness of its products. This strategy ensures sustainability and customer satisfaction.


Long-term benefits of a solid pricing plan include stable revenue, customer trust, and competitive advantage. Small businesses that invest time developing a strategic pricing approach can achieve sustainable growth and success.


>>> Setup A Meeting With An Expert <<<


Bottom Line


Value-based pricing is crucial for small businesses. It aligns prices with the value provided, not just costs. Transparent pricing strategies build customer trust and loyalty. Marks & Spencer’s “first price, right price” strategy demonstrates these benefits. Small businesses adopting similar practices can enhance brand perception, improve profit margins, and increase customer satisfaction.


Starting the journey towards value-based pricing is essential. Begin by understanding your product’s value and setting fair, consistent prices. Train your staff to provide excellent customer service. Invest in quality improvements and effective branding. Monitor sales data and adjust strategies based on insights. These steps lead to sustainable growth and long-term success. Embrace value-based pricing today to build a stronger, more trusted brand and ensure lasting profitability.


For a comprehensive view of ensuring the continuous growth of your business, Download a complimentary brochure on How To Drive Pricing Strategy To Accelerate Sales & EBIT Growth.


Are you a small or medium-sized business in need of help aligning your pricing strategy, people and operations to deliver an immediate impact on profit?

If so, please call (+61) 2 8607 7001.

You can also email us at if you have any further questions.


Leave a Reply

Required fields are marked