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What is Competitive Pricing and Pricing Analysis?Competitive pricing analysis is an evaluation of the consumers reaction to new prices by means of research based on historical data or polls. Most often, price analysis examines customers' response to a price without considering the costs and potential profits for the business. After an initial price analysis is done, the team of pricing analysts uses the findings along with the other pricing factors to craft an optimal offering. Competitive pricing strategy is a pricing policy based on the use of competitors’ prices as a benchmark to set prices. This type of strategy is often referred to as competition-based or competitor-based pricing. In most cases, the business come to a competitive pricing strategy after a cost-plus approach turns out to be no longer relevant. Why Is a Competitive Pricing Strategy Important for Pricing Analysis?According to a recent research, more than 80% of buyers compare the offers of several stores in search of a better bargain. Retailers that can collect and analyze market data, map their position against competitors, and offer optimal prices are the companies that catch these buyers’ eyes first and foremost. Competitive pricing is a strategy which helps businesses attract more customers by optimizing prices using competitor product and pricing data. A successful pricing analysis can significantly increase sales, result in better cooperation with suppliers, and boost revenue. How to Implement a Competitive Pricing Analysis1. Determine Quality of DataComplete and accurate data is crucial in order to analyze competitors. We surveyed our clients from several different countries to determine the following criteria as crucial to high-quality data:
2. Define Data ParametersNext, the company must determine important parameters of competitive data they need to want to collect and analyze for their pricing process. Just a few examples to illustrate what kind of parameters are typically monitored:
The outlined above parameters are just a small part of the data that can be monitored by retailers. Depending on business goals as well as logic and rules used while repricing, you can monitor any kind of data, e.g. stock levels, sales volumes, eCommerce traffic, promotions, etc. 3. Categorize CompetitorsOnce a retailer has thorough data about their competitors, the retailer needs to classify competitors according to several factors including but not limited to target audience and product quality. There are three main categories that market competition can be divided into:
Categorizing competitors makes market analysis less time-consuming and allows retailers to focus their attention in the right direction in terms of competition. A data-driven approach could also be applied while defining and categorizing the competitors. If you are a mono-brand retailer or sell a very limited number of SKUs, you'd probably be able to categorize competitors manually. But for large sellers with thousands of products offered across different pricing zones, the smart competitors' analysis has no alternative. Beyond that, the competitive landscape for each product is not stable as other retailers change their strategy and new players enter the market. What it means is that the competitive analysis and categorization are ongoing processes that should be done more or less often depending on the product type or market segment. To cover this need, Competera offers a so-called 'True competitors' module enabling retailers to find the real impact every player has on particular SKU sales by analyzing retailer's and competitive historical data. 4. How to Do a Smart Pricing Analysis: Use Machine-Based Pricing ToolsModern retail companies are increasingly leaning towards algorithms to collect and analyze data. Machines have significant benefits over manual approaches:
Arguably, the most important aspect of implementing automation into the pricing process is that it allows retail teams to switch from routine tasks to strategic tasks regarding pricing strategy and price management. When it comes to automated pricing systems' implementation, most retailers are afraid of extra costs. The fact is that these solutions are instead a means of cost reduction. For example, Wiggle CRC managed not only to reduce the repricing time by 50% but also got a full view of the market at lower costs. The latter was achieved mainly through monitoring marketplaces instead of competitors' websites. If you want to get more tried and tested tips on reducing competitive data monitoring costs, watch the video below. 5. Track Competitors’ Online ActivityTo have a better understanding of the market, retailers should monitor their competitors and their platforms such as official websites and social media accounts. There are several aspects businesses need to examine:
In addition, retailers can sign up for official newsletters and become a follower of their competitors on social media. Businesses need to understand what attracts clients to their competitors’ products. These are several examples of how retailers can benefit from open source information. The more key points they identify and analyze, the better their information will be to base important pricing decisions on. ConclusionCreating a competitive pricing strategy from scratch is no easy feat. Many factors revolving around data, such as parameters and quality, must be carefully considered. Companies must decide whether they will utilize automation within their pricing process and if so, to what extent. Lastly, they also must thoroughly study their competitors to obtain a better understanding of their place in the market in order to truly excel in it. FAQHow do you do price analysis? First, you define the data needed for price analysis as well as data quality criteria. Then you need to classify competitors according to several factors including but not limited to a target audience and product quality. Afterward, advanced math is used to outline the correlations between the competitors' and own prices. Pricing models mark the approaches used by businesses to craft prices. Competition-based, cost-plus, or skimming pricing are examples of models that may be used solely or in combination with other models. What is competitive matching pricing?Competition based pricing is a pricing method that involves setting your prices in relation to the prices of your competitors. This is compared to other strategies like value-based pricing or cost-plus pricing, where prices are determined by analyzing other factors like consumer demand or the cost of production.
What are the 4 types of pricing?What are the 4 major pricing strategies? Value-based, competition-based, cost-plus, and dynamic pricing are all models that are used frequently, depending on the industry and business model in question.
What is meant by competitor based pricing?Competition-based pricing is a strategy by which price varies according to variations in the price of competitors. The product price is detached from a customer's willingness to pay or product value and is attached solely to competitor prices.
What are the types of competitive pricing?What are the three types of competitive pricing?. Low price - When you set the prices lower than your competitors.. High price - When you set the prices higher than your competitors.. Matched price - When you align your prices with your competitors.. |