Consistency builds trust — and trust builds long-term customers. In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle’s The Strategy and Tactics of Pricing with a deep dive into the often-overlooked foundation of a healthy pricing strategy: integrity.

As Nagle writes: “Consistency in pricing signals consistency in value.”

This episode explores how pricing integrity shapes customer perception, loyalty, and confidence — and why even small inconsistencies can quietly erode the trust that independent retailers work so hard to build.

You’ll learn:

• What pricing integrity really means (and why it’s more than just accurate price tags)
• How inconsistent pricing — online vs. in-store, sudden markdowns, unclear promotions — damages customer trust
• Strategies to align your pricing, communication, and policies across your entire business
• How to communicate price changes honestly and confidently
• Three practical steps you can take this week to reinforce pricing integrity

If you’ve ever struggled with customer questions about pricing or worried that promotions may be confusing your message, this episode will help you build the clarity, fairness, and consistency your customers deserve.
Keywords: independent retail, small business pricing, pricing integrity, fair pricing, retail trust, pricing consistency, Main Street marketing, Thomas Nagle, The Strategy and Tactics of Pricing