Competitive Pricing In OmniChannel Retail. What Are You Missing?

Mobile and online technologies have changed the competitive landscape by providing consumers broader assortment choices with increased price transparency. This disruption has altered the basis of competition in favor of assortment and price and prompted in some cases indiscriminate price matching. A competitive response is imperative, but with whom, where and on which products? In other words, we need to rethink retail pricing strategy and how we compete on price and assortment in a changed retail economy. In this paper we explore the pitfalls of price matching and introduce new important merchandising questions for competing effectively in OmniChannel retail.

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