Gartner Research

Multichannel Pricing: Strategically Consistent, Opportunistically Flexible

Published: 14 March 2012

ID: G00232940

Analyst(s): Robert Hetu , Kevin Sterneckert

Summary

Increasingly savvy consumers are forcing retailers to alter channel pricing strategies. The optimal strategies may be counterintuitive.

Table Of Contents

Analysis

  • Best Practice: Adopt a pricing strategy that delivers consistent retail prices across channels combined with flexible consumer-insight-based pricing when analysis determines opportunity
  • Best Practice: Embrace the move to customer-centric retailing as a way to build competitive advantage through differentiation using knowledge of consumer preferences to drive strategic offers to specific consumers
  • Best Practice: Implement a concise, fair and customer-friendly policy for handling price comparison situations

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