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Моніторинг і аналіз цін в режимі онлайн

В даний час цінова конкуренція стала особливо гострою через те, що покупці (і конкуруючі роздрібні продавці) активно використовують Інтернет для пошуку інформації про поточні роздрібні ціни.

Швидкість змін на ринку та кількість конкурентів, що продають однакові товари, говорять про те, що успіх бізнесу більше ніж будь-коли залежить від здатності продавця відстежувати ціни на конкретні товари.

Рішення GfK для моніторингу та аналізу цін в режимі онлайн (OPI) допомагає як виробникам, так і роздрібним продавцям, забезпечуючи чітке розуміння щоденної динаміки цін, яка впливає на товарні бренди, представлені у різних продавців.

Щодня ми відстежуємо ціни на рівні окремих позицій для мільйонів товарів у різних країнах, у різних валютах і на різних мовах. Ми показуємо, як, наскільки сильно та часто, а також в які моменти, змінюються ціни.

Роздрібним продавцям ці дані дозволяють оцінити динаміку цін у різних товарних категоріях і географічних регіонах. Крім того, інформація може бути інтегрована з вашою системою регулювання цін, і тоді ціни будуть коригуватися автоматично на основі заданих вами критеріїв. Таким чином, ваша стратегія ціноутворення буде реагувати на дії конкурентів максимально швидко. 

Виробникам наші дані допомагають краще розуміти та відслідковувати ринкові позиції їх власних товарів і товарів конкурентів.

Latest insights

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

    • 08/20/18
    • Technology
    • Digital Market Intelligence
    • Online Pricing Intelligence
    • Trends and Forecasting
    • Global
    • English

    What drives price movements of tech devices?

    It is a common assumption among consumers that the retail price of flagship tech devices and features will gradually drop over time. Moreover, it is often assumed that the release of new models accelerates the price decline for the, now obsolete, previous models. That means consumers often think it is better to wait a couple of months before buying the latest tech device. But how much is price affected? We looked at a huge range of online pricing over time, to answer this question.

    How far do the prices of tech devices and features really fall, over time?

    The worldwide TV market recently saw the introduction of exciting new display technologies, such as OLED and QLED. Looking at the average price of three 55 inch OLED/QLED TVs (Samsung, LG, Panasonic), we see that the average online price has fallen by 34% between October 2017 and July 2018. Other consumer electronics categories show similar trends, but to lesser extents. For example, the online retail price of a laptop featuring a Core i7 processor has fallen 8%, on average, since the beginning of the year. Similarly, the average price of a smart watch has fallen 6% year-on-year (YoY) to August 2018. Overall, there is a considerable degree of variation between different products, reflecting their peculiar product characteristics and strategies, but data suggests a general downward trend over time for ageing technology features.

    Do new model releases accelerate price declines for older models?

    Sim-free smartphones offer a great case study in this area. So, let’s look at the impact that the release of two flagship devices (Galaxy S9 and iPhone 8) had on the average online prices of previous models (Galaxy S8 and iPhone 7). The release of Samsung’s Galaxy S9 in March 2018 seems to have had a noticeable influence on the price of the Galaxy S8, which decreased 14% in the following 5 months. A similar, albeit weaker, dynamic applies to Apple. The iPhone 8 release in September 2017 induced a decline in the price of an iPhone 7 of 6% in the following 5 months. It is worth noting that the average online retail price of the Galaxy S8 and iPhone 7 does follows a long-term decline trend (the iPhone7 lost 7% and the Galaxy S8 lost 15% YoY, compared to July 2018 prices), but it seems clear that the release of new models certainly had an influence on price movements.

    However, this is only half of the story…

    The price variations we tracked during the considered period highlight a key contrast between the approaches of the two brands. Samsung’s device is subject to higher seasonal fluctuations, while Apple focuses on limited price variations in key periods (e.g. Black Friday). This shows that, although there is a long-term price trend in place, brand strategies and retail promotions can have a big influence on average prices and drive considerable discounts. This dynamic is even more apparent if we overlay the average online retail price and the lowest online retail price. We can see from the chart below how promotional prices can cut deep under average prices and anticipate the price decline trend by many months. For example, Galaxy S8’ lowest price touched £550 in November 2017, 6 months before the average price reached the same level.

    Conclusions

    The assumption is true, that there is a general trend of price decline over time key tech devices, which is influenced by the faster release of new and upgraded models. However, long-term price movements are also heavily influenced by brand strategies and retail promotions, which can drive deeper price cuts across a shorter amount of time. This has important implications for both consumers and marketers: For a consumer wanting to buy the latest technology or a newer model, looking out for key promotional periods is a better strategy than waiting for the price to drop over time. For Retailers and manufacturers bringing new technology and new ranges to market, the key lies in understanding consumers’ expectation that prices of older models will fall, and their consequent spending behaviour, based on that belief.
    • 07/12/18
    • Technology
    • Online Pricing Intelligence
    • Global
    • English

    3 key requirements for an optimal online pricing tool

    The secret to choosing an online pricing tool that delivers real value

    We are inundated with tech solutions for our daily lives that are fast, easy to use and help to reduce time spent on the mundane. Having used pricing tools for over 10 years, it has always been an observation that pricing tools were a “one size fits all” solution to a very integral business issue.  So what should we really be focusing on when selecting a pricing tool? The fact is that not all online pricing tools are born equal – so how do you filter out the ‘also rans’ to find the front-runner that delivers the very best market analysis for you?

    Data quality

    Firstly, it’s easy to get distracted by a professional-looking user interface and fail to ask ourselves about the underlying data and analytics. Accurate data of the highest quality and comprehensiveness is essential… incomplete or poor data leads to poor analysis, which leads to poor business decisions. So ask yourself: when you peel away the theatrics, are you willing to trust your company’s future on the data and analytics being delivered? What are data sources? Are they comprehensive?

    Speed and frequency

    The next thing is speed. As multiple intra-day price moves become normal, the speed at which your solution can provide your data is essential. So look beyond the load speeds of your tool, and instead ask your supplier how frequently the data within your tool is refreshed each day. Is once or even twice a day really enough, when prices in the market are being changed multiple times a day?

    User interface

    After you’ve satisfied yourself the tool you’re considering fulfills these fundamental needs, it is time to consider the usability and functionality being offered. We all need tools that are easy to use and that deliver the information we need in the format we need it in. Gone are the days of software solutions that fail to reduce the time we spend on the mundane. So ask yourself: Can you customise your view of the data?  Can your tool inform you when key changes that affect your specific parameters have happened in the market?  Can you see beyond basic pricing and search on features, promotional activity or anything else that is pertinent to your business? If you can’t do these things, you may find you are not getting the value out of your tool that you hoped for – or find yourself wasting valuable time getting your data into the format you want and delaying the speed at which you can make your critical pricing decisions. Didn’t you pay for this tool to simplify things?

    Conclusion

    A high-performing, high quality online pricing tool will give you more time and better market analytics on which to make your business decisions. To find your best-fit tool, speak to your provider about the requirements I’ve outlined here – and any additional needs that you want your tool to fulfil – and challenge them to push the boundaries and deliver on these. As artificial intelligence (AI) and algorithms get used more and more to complete huge chunks of analytics, our online pricing tools will continue to develop and improve at a rapid rate. So make sure you tie-in with a provider who is also planning and developing for the future. To find out more, please contact Barry Meacher
    • 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', {});
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