Inflation is on the rise again: +3.4% year-over-year in October 2026, according to INSEE. This comes at a time when customers are already overestimating price increases by more than eight percentage points and are comparing prices in-store and online before making a purchase. Applying the same price increase across the board is the riskiest approach.
White Paper
Passing on inflation without losing customers: omnichannel repricing
This white paper explains how to pass on a price increase without damaging your price image: choose where to pass on the increase and where to absorb it based on each product’s visibility and price sensitivity; maintain a predetermined price difference between in-store and online sales; adjust prices when the price difference warrants it; and organize the decision-making process. Verified figures from 2023 to 2026 (INSEE, Banque de France, NielsenIQ).
When you download it, you'll discover
- Why a 3% increase isn't perceived as a 3% increase by a customer who already overestimates inflation
- How to allocate a price increase based on the visibility and price sensitivity of each product, rather than applying the same rate across the entire department
- The Three Price Differences Between Stores and Websites That Customers Won't Tolerate
- What the latest wave revealed about the frequency of price changes
- How to Structure a Decision to Implement It Quickly Without Causing Problems
The Essentials
In the face of inflation, a price increase applied at the same rate across the board erodes more of the margin than it protects. The margin is protected by adjusting prices based on the visibility and price elasticity of each product, with a single price set for both the store and the website.
3.4%year-over-year in October 2026, following an average of 0.9% in 2025, driven by energyINSEE, Consumer Price Index, October 2026
9.5%in average price increases as perceived by households over a 12-month period, at the end of 2025, compared with less than 1% as measuredBank of France, Bulletin No. 265/4, July 2026
3.5different retail chains visited on average each month by French consumers, who are increasingly “channel-surfing”NielsenIQ, 2025 Consumer Goods Market Outlook, February 2026
What You'll Take Away
Inflation in 2026 is hitting consumers who are already overestimating price increases by more than eight percentage points. An ill-timed price hike costs more in terms of price perception than it did before the last wave.
A price increase applied at the same rate across an entire section affects the products the customer is comparing too much, and not enough those the customer isn't looking at.
Customers check prices online before coming to the store. Any unexplained discrepancy between the in-store prices and the website comes across as a contradiction on the part of the retailer.
During the last wave, prices changed more often, especially when the gap between the price and the correct price became too large. Making the right change matters more than changing often.
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