1) The document discusses strategies for retailers to effectively price products and manage operations during an economic crisis, including moving sales online, strengthening competitive positions, and scaling up automated management systems. 2) It recommends segmenting product assortments based on sensitivity to promotions and price, and focusing on top competitors' real impact. Automation can optimize time and resources spent on management. 3) Developing multiple sales channels is also suggested, as consumer shopping journeys are non-linear, with online sales covering some demand but requiring additional communication strategies.

1. pricing platform
Efficient online price
How to form a new shelf, attract customers, and prevent demand losses

2. Julia Beregovaya
Pricing Solution Architect at Competera
2007-2009 Client Service executive Nielsen
2009-2012 Market research analytic JTI
2012-2017 Sales Effectiveness Leader
UA&KZ&BY&EE&LT&LV Nielsen
2017-2018 Business Development Manager Arsana Group
(research apps)
2018-2019 Head of Marketing Research MHP

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What 'being effective' during the crisis means?
Move
online Strengthen
positions
Scale up
Develop
channel
Define
focus

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All for all Best offering Exclusive range
- scope - scrapping - assortment + price
- turnover - price guarantee - unique proposals
- low margin - premium factor
- basic model or marketplaces
Move online: To Be or Not to Be is no longer a question

5. pricing platform
Define focus
Price
Assortment
Simplicity
Speed
#1 Evaluate opportunities and prospects
#2 Outline priorities

6. 3
1
2
Details
Promo support
Find true KVIs
Evaluate competitors’
real impact
- Range products based on their sensitivity to promo
- Promo history works under more tough and strict terms
- Taking into account the product basket size
- Specific features of working with targeted assortment
- Ranging in regard to price sensitivity
(either absolute or competitive)
- RRP -MAP-based segmentation
Strengthen positions. True competitors, growth areas and support
- Only 3 out of 10 competitors selling the same product might have a
real impact on you
- Competitors might be different in every category or segment
(more diverse competition compared to offline)
- Distinguishing between the leading and known competitors
pricing platform

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Don’t forget to scale up
Automated platform-based solutions to
optimize time and resources#1
#2
Complex management with a regular
review of short- and mid-term
performance dynamic
#3
Operational management with
optimized resources as a major
priority

8. The cost of every consumer: control and
optimization
Develop channel. Multiple channels and multiple platforms.
Consumer journey is non-linear
#1
#2
#3
Online covers a certain demand and
requires additional communication
Developing digital scenarios: catch the
uncatchable, provide the brand-new
shopping experience
pricing platform

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Let’s make conclusions
● Know your customer and consumer — 74% of consumers use more than 1 sales channel. More than 30%
of consumers make purchases through more than 3 channels during a month.
● Assortment segmentation — The potential of almost 20% of products is either under- or overrated.
● Automate management — The transparency and simplicity of decision-making saves resources for better
communication and promo.
● Increase value — 33% of shoppers refrain from making purchases due to poor shopping experience and lack
of personalization.
❖ Time for beneficial purchases
❖ Time for yourself
❖ Time to save money

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