Gartner Research

Multichannel Pricing: Strategically Consistent, Opportunistically Flexible

Published: 14 March 2012

ID: G00232940

Analyst(s): Robert Hetu , Kevin Sterneckert


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

Table Of Contents


  • 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

Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.