Dignity to take “decisive action” on funeral pricing strategy | Insider Media Ltd

Sutton Coldfield-based funeral director Dignity is to take “decisive action on its funeral pricing strategy”, but said this would mean its 2018 results would be “substantially below” the market’s current expectations.

The company, which is the UK’s only listed provider of funeral related services, said that it has taken the move to “address the continuing acceleration of price competition” it faces.

Action on its funeral pricing strategy is being taken with a view to protecting market share and repositioning the group for future growth.

Effective immediately, the group’s simple funeral will be reduced by an average of about 25 per cent and there will also be a price freeze for its traditional funerals in the majority of its locations.

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Dignity to take “decisive action” on funeral pricing strategy | Insider Media Ltd.

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