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From Contextual Pricing to Multichannel pricing : are retailer ready ?

Contextual pricing is not new of course.  An interesting book was written in 2011 already (Contextual Pricing: The Death of List Price and the New Market Reality) , but mulit-channeled pricing is still in discussion.  Most brand marketeers have invested in ‘Occasion Based Packaging’ with differentiated pricing per channel, but are retailers mastering their own channels in the most effective way when it comes to pricing ?  Just came across an interesting article on SloanReview on the multi-channel pricing challenges.

Contextual pricing is not new of course.  An interesting book was written in 2011 already (Contextual Pricing: The Death of List Price and the New Market Reality) , but mulit-channeled pricing is still in discussion.  

Most brand marketeers have invested in ‘Occasion Based Packaging’ with differentiated pricing per channel, but are retailers mastering their own channels in the most effective way when it comes to pricing ?

Just came across an interesting article on SloanReview on the multi-channel pricing challenges.

For years, customers have been pulling out their phones in stores to see how prices compare with a retailer’s competitors. But the phenomenon of looking up how prices of the store itself compare in different channels is relatively new.

It has become the subject of increased interest since The Wall Street Journal reported last year that Walmart has begun charging higher prices for products online than in stores, with the goal of getting more in-store traffic.

Read the full story here

Are retailers ready to take benefit of contextual, multi-channeled, pricing ?

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