| 词条 | Price intelligence |
| 释义 |
ImportancePrice Intelligence has become a table stakes requirement for retailers, for several key reasons:[3]
There are several technology companies that specialize in using modern data-mining techniques to discover, match, extract and report on competitive pricing data. According to RSR Research's 2013 annual pricing benchmark study that surveys retailers, 13% of retailers have fully deployed a price intelligence system.[5] Another 54% of retailers surveyed were either piloting, evaluating or exploring putting one in place.[6] Price intelligence is used within retail organizations to adjust prices so that retailers are competitively priced. It is used in the corporate head office to shape the pricing strategy, as well as in the marketing department to optimize paid search campaigns, and also amongst in-store employees to help boost in-store conversions.[7] ProcessCompetitive price monitoring typically involves the following steps:
ApplicationsOptimize corporate pricing strategy: Retailers are using price intelligence to gain a better understanding of their price position in the market, relative to their competitors, and make strategic pricing changes according to real-data. Improve in-store experience: Several retailers have taken price intelligence into their stores and empowered their in-store associates to ease the process of price matching requests. In March 2014, Wal-Mart launched Savings Checker. It allows consumers to check prices and get back the difference as a Wal-Mart Rewards eGift Card if another local retailer has any of the advertised sale products at a cheaper price.[8]Boost pay-per-click conversion rates: Retailers are using price intelligence data in their paid search campaigns to throttle their ad spend based on price position relative to their competitors and in-stock availability. This application can result in up to a 64% increase in conversion rates according to a study.[9]Repricing: Incorporating price intelligence into a pricing strategy is becoming more important to retailers, as 30% of them intend to engage in competitive monitoring in the next 12 months.[10] With the data retailers find through price intelligence, they can effectively reprice in line with competitors.[11] Repricing can be either competitor-based or value-based. While the former often increases revenue, it is also likely to cause price erosion. In contrast, value-based pricing tries to avoid a race to the bottom, by focusing more on bottom-line margin.[12] There are several technology companies that specialize in repricing and pricing intelligence. References1. ^1 {{cite book |last1=LiCalzi|first1=Marco |last2=Pellizzari|first2=Paolo |editor=Bruun, Charlotte |chapter=The Allocative Effectiveness of Market Protocols Under Intelligent Trading |title=Advances in Artificial Economics |series=Lecture Notes in Economics and Mathematical Systems |year=2006 |publisher=Springer |location=Berlin |isbn=978-3-540-37249-3 |volume=584 |doi=10.1007/3-540-37249-0_2}} 2. ^{{cite book |last=Aduda|first=G.T. |title=Budget monitoring and Price Intelligence Unit (due process): A mechanism for combating corruption in infrastructure delivery in Nigeria. Case study |publisher=Water, Engineering and Development Center, Loughborough University |location=Leicester |year=2007 |series=Partnering to Combat Corruption |editor-last=Sohail|editor-first=M. |url=http://www.dfid.gov.uk/r4d/PDF/Outputs/Regcomp/WEDC-Nigeria-casestudy.pdf}} 3. ^2013 RSR Pricing Benchmark - Tough Love: An In-Depth Look at Retail Pricing Practices, Retail Systems Research: http://www.rsrresearch.com/2013/04/08/tough-love-an-in-depth-look-at-retail-pricing-practices/ 4. ^Best Buy, Walmart, and Amazon repricing frequency http://risnews.edgl.com/retail-research/Pricing-Intelligence-Goes-to-War90346 5. ^2013 RSR Pricing Benchmark - Tough Love: An in-depth look at retail pricing practices 6. ^An In-depth Look at Retail Pricing Practices, Infographic 7. ^Angelica Valentine (2015)"Big Data's Impact: Personalized Shopping Experiences" 8. ^Wal-Mart Savings Checker http://www.retailwire.com/discussion/17411/walmart-makes-ad-price-comparisons-easy 9. ^64% Conversion Rate Increase in Paid Search: Abt Electronics http://www.riseinteractive.com/case-study-paid-search-feedpro 10. ^30% of retailers aim to do competitive monitoring in the next 12 months http://risnews.edgl.com/retail-research/Pricing-Intelligence-Goes-to-War90346 11. ^Angelica Valentine (2014) "Dynamic Pricing in Real-Time: Where Online Retail is Headed" 12. ^Hidde Roeloffs Valk (2017) "Three Dynamic Pricing methods & how to implement them" 1 : Pricing |
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