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Online pricing intelligence

Pricing competition has become hotter than ever due to shoppers (and competitor retailers) making active use of online pricing information to see instantly what price retailers are charging for their products.

The speed of change in the market, and the number of competitors selling the same product, means that success relies more than ever on keeping informed about a particular product price. 

GfK’s Online Pricing Intelligence (OPI) solution supports both manufacturers and retailers; delivering a clear understanding of the daily pricing dynamics affecting different brands across different retailers. 

We track item-level prices for millions of products across multiple countries, currencies and languages on a daily basis. We show how prices are changing, by how much, how frequently and when.

For retailers, our data lets you assess your product price performance across multiple categories and geographies. It can also be linked directly to your retailer price management systems, to allow price changes to be made automatically based on the criteria you set. This means your retail pricing strategy can adapt in the fastest possible time to changing competitor activities.

For manufacturers, our smart insights help you to better understand and monitor the position of your own products and competitor products within the market.

Latest insights

Here you can find the latest insights for Online pricing intelligence. View all insights

    • 08/24/17
    • Online Pricing Intelligence
    • Promotion and Causal Retail
    • Global
    • English

    The first three steps to getting your online pricing decisions right

    With saving money the number one reason that consumers shop online, retailers need to ensure they maintain the right price position. This involves a careful balancing act if you are to stimulate sales without any loss of margin. But you can manage this successfully if you get six core activities right. We take a quick look at the first three of those activities here…

    One: Track the right things, not everything

    You don’t need to track all of your competitors’ pricing and promotions activities to meet your pricing objectives. It is far better to focus your resources on tracking those pricing and promotions activities that can have the greatest impact on the performance of your business.

    Two: Benchmark your pricing against the market

    Pricing activity may happen at a product level, but tracking the price position of your full product range across categories using a pricing index is important. For this will enable you to ensure your price position compares favorably to the rest of the market. By evaluating pricing at both a product and category level, you can identify any price shifts and their potential influence on your price position early.

    Three: Make sure you are basing your pricing decisions on data you can trust

    Ensuring the prices of your specified products are benchmarked against all relevant competitors is a real challenge. Particularly when product descriptions and attributes can vary significantly across retailers. The accuracy of this matching process is key to the success of any pricing strategy. With data you can trust, you can better direct pricing decisions and negotiate with your suppliers to drive immediate value for your business. Connected Consumers’ ability to check prices whenever and wherever they choose using different devices has made it difficult for retailers to effectively manage their online pricing. To remain competitive, you must identify those pricing and promotions activities of your competitors to track. You need to examine your price position in the context of the market. You must also ensure you are basing your pricing decisions on the right data. But pricing decisions don’t simply end there, there are several other factors to consider that can drive your bottom line which we will explore further in our white paper. The positive impact on your revenue and profit of making the right pricing decisions can far outweigh your investment in the processes and services that support these decisions. The winners in the new retail battleground will be those that utilize pricing intelligence to get their online price position right. hbspt.cta.load(2405078, 'bbfd0727-8c1e-43a7-9530-fdc868e79756', {});
    • 06/16/17
    • Retail
    • Consumer Goods
    • Online Pricing Intelligence
    • Global
    • English

    Fine-tune and optimize your cross-channel pricing for better brand positioning

    Today’s Connected Consumers are increasingly price sensitive. According to our FutureBuy 2016 study, 58% of shoppers compare prices in different stores and more than a third (39%) use price comparison and discount websites. Consequently, promotional activity is intensifying as retailers and manufacturers battle to attract consumers with better deals. It is therefore vital that your pricing strategy is perfectly pitched.

    Perfecting pricing

    Defining and optimizing your pricing requires ongoing investment to ensure you are a) attracting buyers and b) securing your profit margins and brand positioning. You therefore need to continually monitor pricing dynamics and promotions across all channels: in-store, online and in print (ads, circulars, all relevant retailers and publications). Reviewing pricing strategies doesn’t necessarily mean price drops. It might be that, within the context of the market, your products are undervalued. You could not only be missing out on valuable margin, but also negatively impacting your brand positioning in the eyes of your target customer. A small increase in your price could have a significant impact, so this analysis can be hugely rewarding. In a recent project, we helped our client recognize that the strength of its brand justified higher price points. As a result, it claimed back valuable margin from its competitors. However, pricing that is too high could cause deal-seeking consumers to look elsewhere, so it’s important to find the sweet spot that is just right for consumers.

    Managing price erosion

    Price erosion is a sometimes unavoidable part of the product lifecycle, but manufacturers and retailers that have the ability to track both their online and offline pricing are better equipped to slow down unwanted price drops and ultimately maximize their margins.  Spotting price erosion early, before the price becomes set at that level, allows brands to be able to react to the correct market activity so they can bring back the highest ROI from their promotions.

    A competitive advantage

    With an overview of pricing, you can answer questions such as what is my product’s daily market price (advertised/promoted)? Is my pricing policy being followed? Is my pricing right for my audience – not too high, or low? What’s the ideal price gap between my product and that of my competitors? Crucially, we can help you track your pricing right down to an SKU level across the entire length of the customer journey. You can also combine this intelligence with Point of Sales Tracking data to determine the real return on investment of your pricing strategy. With these tools and techniques, you can fine-tune your pricing across all channels to optimize your brand positioning, and maximize your sales and profit. It’s a key tactic in your strategy to conquer the connected shopper. James Rudd is a Business Developer at GfK. He can be reached at James.Rudd@gfk.com. hbspt.cta.load(2405078, 'eaacf04a-2fb4-40eb-a5fb-a488a5da91cc', {});
    • 06/13/17
    • Retail
    • Online Pricing Intelligence
    • Promotion and Causal Retail
    • Global
    • English

    Managing price erosion in the omnichannel shopping environment

    While eroding prices of technical consumer goods may excite the increasingly savvy and deal seeking Connected Consumer, they can be a big problem for product manufacturers and their retailers. Lower prices mean lower margins, and in today’s evolving omnichannel environment, it’s important to understand which promotions with which retailers bring back the highest ROI, as well as the impact retail promotions have on sales and margin. For example, in the durable goods market, a 10% cut in price could mean a 25 – 30% loss in margin for the retailer.  This is a big challenge if manufacturers have hundreds or even thousands of units in stores and distribution centers. Often a price drop starts with a single retailer, which can be due to a consumer price promise, pricing policies, or pressure from their competitors.  It’s important for the manufacturer to be able to spot price erosion early and act quickly before the price becomes set at that level.

    Does offline pricing on promotions drive down online pricing?

    It is easy to assume that online retail activity is responsible for driving pricing down since online sales continue to draw consumers away from traditional brick and mortar stores, and there are countless examples everyday of where this is happening, but is this the full story? In the below example which shows price erosion after the launch of a new TV set, we see that indeed an online retailer initiates the first drop (green circle), however, this is not the complete picture. Looking at the development of online and offline retailers, a far bigger impact on price was a promotion flyer published by an offline retailer. To get a complete picture of the market and how to react, brands and retailers benefit from being able to see both offline and online pricing so that they react to the correct market activity. In many markets, particularly larger geographical territories, the influence of offline marketing and in-store pricing is significant.  In these markets, there are regionally focused retailers and managers within larger retailer groups that have more pricing autonomy.  This leads to local pricing decisions that can drive the price below the online retailers serving the whole market with one single price position. Identifying this typically short-term behavior can reduce price-following activity which increases margins for retailers and better supports the manufacturers’ price position.

    Slowing down price erosion

    Combining daily online and offline promotional pricing can provide insight into the impact of offline activity and online pricing.  By aligning these two data sets with market data you can get unique insight to support better price and promotion decisions. While the objectives of at-launch and in-market pricing can vary (to maximize profit, gain market share or maximize penetration, minimize cannibalization within the portfolio, etc.), retailers and/or manufacturers can manage price erosion even more confidently if, additionally to knowing which price the product was offered at, they also know what consumers are willing to pay for this product, and where the optimal price point is for it to meet its objective. Insights on consumers’ budget restrictions and price perceptions are crucial to securely determine and steer pricing along the product life cycle.  Virtual store experiments with consumers are an effective way to quickly and confidently determine the price-revenue-profit triangle at different price points within the competitive set, and give manufacturers more confidence in their price decisions, and ultimately optimize the ROI of each SKU. Ultimately, price erosion is part of the product lifecycle, but slowing down unwanted and unexpected price drops can have a big, positive impact on margins for both manufacturers and retailers. To find out more on how combined online and offline price and promotion can help your sales please contact Adrian.Hobbs@gfk.com. hbspt.cta.load(2405078, '41d80187-1c29-4b49-baa1-01e8c72b727d', {});
    • 10/14/14
    • Online Pricing Intelligence
    • Global
    • English

    GfK Online Pricing Intelligence

    Our online pricing intelligence is as relevant for manufacturers as retailers, delivering better understanding of the daily pricing dynamics affecting different brands across different retailers.
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