Almost two thirds of shoppers have experienced mismatches between prices at the shelf edge and the till, according to new research from NCR.

The study also revealed that such discrepancies often prompted shoppers to switch to a rival supermarket after losing confidence in the company. The results are supported by data from The Grocer 33 which regularly reveals inconsistencies between prices scanned at the checkout and those on the shelf, or even on pack.

NCR’s survey covered more than 1,000 shoppers in October and revealed respondents were enthusiastic about electronic labels, which ensure prices at the shelf match those at the tills. A third wanted store happy hours - prices marked down at a flick of the technology’s switch.