Dynamic pricing, also known as strategic pricing, pricing recommendation, pricing customization, price optimization, or smart pricing, is an essential point in the strategic planning of digital businesses.
It is a pricing strategy that helps companies improve their revenue and sales management, among other things. It can help any business stand out in an overwhelmingly competitive market in the digital business realm.
This business strategy can help modern business organizations achieve high-grade marketing success. Since the e-commerce industry is so fiercely competitive, e-commerce businesses need to constantly adjust their strategies to increase profitability and attract more consumers.
Since e-commerce platforms gather billions of consumers, a dynamic pricing strategy allows e-commerce businesses to adjust prices according to customer and market data. It is an advanced method of constantly changing the price of products, goods, and services depending on demand. Let’s talk about dynamic pricing and why it matters for e-commerce.
What is dynamic pricing? It is a business strategy used to develop flexible market prices for services, products, and goods e-commerce businesses offer.
Modern e-commerce companies base their dynamic pricing strategies on factors such as competitive and seasonality strategy and balance between supply and demand.
Since the market is constantly changing and fluctuating, dynamic pricing allows modern businesses to adapt to the changes in a timely and competitive manner. To learn more about what is dynamic pricing, click here now.
Dynamic pricing is vital for e-commerce businesses as it provides them with many advantages, such as:
- A chance to develop a wider variety of services and products and increase revenue;
- Attracting more customers with competitive prices by appealing to low-income consumers;
- Avoiding excess supply and queues by finding a balance between supply and demand;
- Understanding critical consumer behavior points to develop more efficient promotions and discover the best-selling products and services that work best in a given period;
- Keeping up with the competition and adjusting the pricing according to the current market demand.
Dynamic pricing helps businesses and consumers understand the level of interest in a particular service or product. Both consumers and companies can gain an insight into a product’s or service’s demand by monitoring its price.
If the price is rising, their interest in purchasing that product/service may also increase. Now, let’s list three of the most prominent catalysts for business growth caused by dynamic pricing.
Dynamic pricing is probably the most effective way to find a perfect balance between supply and demand in digital marketplaces. To understand this, let’s take a look at Uber as a classic example.
The famous transport company relies on dynamic pricing strategies to incentivize supply in low-supply situations using higher prices while simultaneously reducing demand to maintain acceptable waiting times to retain premium customers willing to pay more.
The e-commerce marketplace can maintain supply and demand in balance through dynamic pricing and ensure common issues are avoided, consumers are satisfied, and businesses generate more revenue.
The main benefit of dynamic pricing is profit maximization as it allows businesses to simultaneously track the value of specific products and services and competitor price fluctuations. E-commerce companies can find a vantage point that will enable them to adjust their pricing strategies according to the trends to increase their profit margin without losing any market space.
Dynamic pricing benefits e-commerce businesses by establishing competitive prices to improve customer retention, attract more consumers, increase sales growth, and understand consumer behavior.
Amazon is the best example of how dynamic pricing helps increase revenue per sale. The world’s largest e-commerce platform uses artificial intelligence to implement the latest dynamic pricing methods to adjust their prices every ten minutes. With such advanced price management, Amazon’s annual revenue was up by 84% in 2020.
One of the first steps to implement a dynamic pricing strategy is to gather relevant market and consumer data, including purchase trends during specific periods, customer reviews of popular products and services, and competitors’ prices.
Based on the type of data available, e-commerce businesses can fuel their decision-making strategies to predict customer expectations and satisfy their needs. The trick is to address vital consumer behavior points and find the most effective way to bring your products and services closer to them.
Let’s take E-Bikeshop as an example of how dynamic pricing helps improve decision-making. The UK bike supplier platform struggled with providing attractive prices compared to their main competitors.
Once they started leveraging dynamic pricing, the company could base their decision-making on relevant market data and adjust their prices according to their main competitors. The results were more than satisfying – the company managed to beat its competitors, attract more customers, and improve revenues.
There is a huge opportunity for growing your business by leveraging dynamic pricing. Since online business marketplaces change quickly, dynamic pricing is the only way to take your decision-making and strategic planning to the next level while avoiding conversion and revenue losses.
Aside from allowing you to establish more competitive prices than your main competitors, dynamic pricing is an effective method of coping with the competition, recognizing opportunities, and developing strategies for making your business stand out from the rest.