Price is a critical competitive issue for retailers. (That is, of course, an understatement). A recent survey by Gartner Company subsidiary and point of sale research firm, Software Advice, examined how retail technology adoption, especially pricing strategy, can help a retailer stay afloat in today’s make-or-break market. The report confirmed that retailers face a number of important decisions when determining how to price their goods and services. Setting prices correctly, after all, can attract customers, drive sales, burnish a retailer’s reputation, and -- most important of all -- affect the retailer's very existence. Incorrectly-set prices, on the other hand, can have a profoundly negative impact on sales and customer loyalty. To help make more informed decisions, retailers must rely on the use of various pricing strategies and competitive price monitoring and analysis.
The Most Effective Pricing Strategies, Defined
Eight different pricing strategies rated as most effective by the retailers were Discount; Bundle; Below competition; MSRP; Odd pricing; Price lining; Dynamic; and High-low.
The survey found that a majority of respondents (51 percent) use software to manage product pricing; 39 percent of them using a stand-alone pricing application. Discount, below competition and bundle were the most effective pricing strategies for the department, specialty, grocery and e-commerce sectors, but discounting took the lion's share of pricing strategy in every category.
Most Effective Pricing Strategies:
Most interesting to us were the comments from the retailers on various strategies they use to increase sales and diminish inventory:
*One retailer said his company used bundling, discount, price lining and odd pricing for its online store. “We use different strategies because our customers are not just one solid segment of people in the market,” he explained. Millennials, baby boomers, bargain hunters and office managers are all groups targeted. “We use the different pricing strategies and then run them through a market analysis weekly,” he said.
An example he gave: If the product is ink for a particular printer, the target market would consist of customers who purchased that printer in the past, which might include college students, accounting offices or small businesses. Depending on which customers purchased the printer, different pricing strategies are used to attract them.
"Bundling, he said, conveys a sense of value through the savings the customer receives on each item by buying in bulk." (For example, selling water bottles for $19.75 each, dropping the price to $18.76 per bottle when three or more are purchased).
The retailer noted that while the discount strategy attracts aggressive bargain hunters to his business, it's not the most effective strategy on a per customer basis, but it’s still significant enough to his overall business to warrant its continued use.
*The CEO and founder of a group of fashion retail stores said his stores use different pricing strategies to meet different goals. One such strategy, with the goal of selling more units, is incremental discounts that increase with the number of items purchased (for example, getting 20 percent off the second item purchased and 30 percent off the third). The company also uses specific promotions to drive sales of items for which the store has large amounts in stock.
Because this retailer has high-end stores with name products, the concept of odd pricing, which implies bargain pricing—is not the perception he wants to create of his merchandise.
*Everyday low prices, another common grocery price strategy used by stores like Walmart and Target (and which undid Ron Johnson at JC Penney) was included in the survey but is not among the strategies rated most effective by respondents because not everyone has the buying and pricing power of the giants.
*A Canadian retailer reported that he uses MSRP in his online shop which sells vaporizers and related accessories. The MSRP, he said, allows him to maintain good relationships with manufacturers, but can be hard to maintain when the same products he sells show up at Amazon or eBay at lower prices. To avoid price wars, maintain good terms with manufacturers and maintain its own margins, he developed a line of house brand accessories to pair with the core products sold at MSRP -- and the extras make up a large part of his profit area.
When it comes to pricing technology, the most sophisticated, forward-looking global retail intelligence leaders offer SaaS-based intelligence and analytics solutions that transform the way retailers price, select merchandise, and manage products in order to maximize sales and optimize margins.
For example, the Upstream Commerce Suite of Solutions empowers retailers to base all shopper-centric decisions on real-time market data. The Company's highly configurable, flexible, and user-friendly platform enables retailers to effectively manage their pricing strategy through accurately tracking and comparing product pricing, availability and promotions using price intelligence; pricing dynamically; optimizing product selection; monitoring MAP; making relationships with suppliers better informed, and price predictively for optimal sales and profit.