TOUGH LOVE: An In Depth Look at Retail Pricing Practices
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Transcript of TOUGH LOVE: An In Depth Look at Retail Pricing Practices
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TOUGH LOVE: An In Depth Look at Retail
Pricing Prac=ces
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About Retail TouchPoints
ü Launched in 2007
ü Over 26,000 subscribers
ü To provide executives with relevant,
insightful content across a variety of
digital medium
Free subscription to our weekly newsletter: WWW.RETAILTOUCHPOINTS.COM/SIGNUP
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#360pricing
Panelists
Nikki Baird Managing Partner
RSR Research
Debbie Hauss Editor-in-Chief
Retail TouchPoints
MODERATOR
Jenn Markey VP, Marketing
360pi
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Tough Love: An In Depth Look at Retailers’ Pricing Practices: Benchmark 2013 NIKKI BAIRD
MANAGING PARTNER
MAY 2013
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What Is RSR?
• Market Intelligence, focused on retail
• Context: the business challenges & opportunities that drive technology investments
• Pragmatic insights
• Powered by extensive retail experience • Fueled by a deep bed of research data
• We help retailers keep their IT strategies aligned with corporate objectives
• We help solution providers align their products and messages with retailers’ needs
7 Tough Love: An In Depth View at Retail Pricing Practices
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Our BOOT Methodology
8
They sell more “stuff” but… they also think and act differently than their competitors.
Retail Winners: Year-over-year comparable store sales outperform inflation.
Business Challenges Opportunities Organizational
Inhibitors
Technology Enablers
Tough Love: An In Depth View at Retail Pricing Practices
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Respondent Profiles (Pricing 2013) Responses received from 134 respondents, January-April 2013
• Revenue • 37% Tier 4 (Less than $50m/year) • 19% Tier 3 ($51m - $249m/year) • 11% Tier 2 ($250m-$999m/year • 15% Lower Tier 1 ($1b - $5b/year) • 18% Upper Tier 1 (More than $5b/year)
• Performance • 20% Below average • 45% Average • 35% Above average
• HQ • 66% North America • 16% Europe • 2% UK • 9% Asia Pacific • 2% Latin America • 5% Middle East/Africa
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Respondent Profiles (cont.)
• Retail Presence • 94% North America • 26% Europe • 15% UK • 20% Asia Pacific • 15% Latin America • 22% Middle East/Africa
• Products Sold • 31% Fashion, Short Lifecycle or Seasonal • 27% Durable Goods or Consumer Electronics • 27% Basics or Replenishment Goods • 15% Perishables
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Tough Love: An In Depth View at Retail Pricing Practices
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The Top 5 Things RSR Learned About Price Intelligence
1. Price sensitivity of consumers continues to drive retailers’ priorities when it comes to pricing practices
2. Competitive response is still fierce
3. A large number of retailers continue to believe they can win on price alone
4. Retailers are starting to figure out showrooming – the best response? To “be competitive”
5. Lack of clean data is inhibiting retailers’ pricing capabilities
Bonus Learning:
As pricing matures, retailers intend to more deeply integrate all kinds of data elements into price decisions
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Tough Love: An In Depth View at Retail Pricing Practices
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Price Sensitivity & Aggressiveness
18%
9%
27%
22%
47%
42%
51%
67%
13%
21%
25%
25%
33%
34%
40%
41%
57%
Respond to segment blurring (competition coming from unexpected places)
Need to provide more localized pricing
Need to provide consistency in price across channels
Increased promotional intensity of competitors
Increased price transparency – the impact of comparative price shopping
Need to protect our brand’s price image
Need to get better return on our inventory investment through pricing
Increased pricing aggressiveness from competitors
Increased price sensitivity of consumers
Top Three (3) Strategic Pricing Business Challenges
2013 2012
N/A
12
Source: RSR Research, April 2013 Tough Love: An In Depth View at Retail Pricing Practices
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Winners Seek Brand Protection Laggards Look Over their Shoulders
13 28%
39%
56%
11%
17%
13%
39%
45%
29%
29%
6%
22%
25%
28%
47%
Respond to segment blurring (competition coming from unexpected places)
Increased price transparency – the impact of comparative price shopping
Increased pricing aggressiveness from competitors
Need to provide consistency in price across channels
Need to protect our brand’s price image
Business Challenges - Differing by Performance
Retail Winners Average Performers Laggards
Source: RSR Research, April 2013 Tough Love: An In Depth View at Retail Pricing Practices
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Competitive Vulnerability Tops the Chart in all Categories
14
64%
44%
67%
53%
24%
56%
38% 40%
48%
24% 29%
40%
Fashion/Seasonal Basics/Replenishment Durable Goods & Consumer Electronics
Perishable goods
Top Three (3) Difference by Sub-vertical
Increased price sensitivity of consumers Increased pricing aggressiveness from competitors
Need to protect our brand’s price image
Source: RSR Research, April 2013
When asked about their position on commoditization and margin erosion, 55% report “We have to operate within an extremely price competitive environment” – far more
than any other issue – including the impact of price transparency. Tough Love: An In Depth View at Retail Pricing Practices
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Laggards Hope to Lead with Price
15
65%
36%
28%
59% 56%
66%
Laggards Average Winners
Top-3 Pricing Opportunities: The Winner's Perspective
Improve top-line sales Improve margins
Source: RSR Research, April 2013 Tough Love: An In Depth View at Retail Pricing Practices
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Figuring Out Showrooming As more and more retailers encounter showrooming, their confidence in what to do about it seems to increase. Biggest differences:
• Laggards drive the "Ignore it" category: 18% vs. 9% of Winners. Laggards are also more likely to price match - 24% vs. 16% of Winners.
• Average performers are most likely to be competitive - 42% vs. 38% of Winners and 29% of laggards.
• Winners are most likely to say they haven't seen any showrooming yet - 34% vs. 18% of average performers and 29% of laggards.
• Average performers appear to be getting squeezed - they aren’t necessarily positioning themselves against laggards as low price competitors, but they don't necessarily have the service or message elements that help them justify not price matching.
16
9% 11%
43%
26%
7%
12%
39% 39%
14% 17%
27%
38%
Ignore it Price match We haven't seen it yet
Be "competitive"
Mobile Price Comparison Policies
2011 2012 2013
Source: RSR Research, April 2013 Tough Love: An In Depth View at Retail Pricing Practices
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What’s Getting in the Way?
17
29%
31%
31%
34%
34%
40%
42%
42%
The possibility of negative customer reaction to changes in our pricing strategy
Resistance to change from Merchandising
We can’t execute at the level of granularity that pricing solutions provide
Lack of coordination with Marketing
Channel organizational structure makes it difficult to coordinate pricing strategies across channels
Lack of the right skill sets
Resistance to change from Stores or other channels
Lack of clean price, competitor and purchase data
Top Three (3) Organizational Barriers Impacting Ability to Implement More Effective Pricing Practices
Source: RSR Research, April 2013 Tough Love: An In Depth View at Retail Pricing Practices
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Pricing is No Longer An Island
18 15%
21%
26%
33%
23%
28%
41%
44%
33%
14%
19%
24%
28%
32%
35%
42%
44%
51%
Best practices for managing channel conflict of prices
Line of business leaders to help change our business processes
Pilot programs in specific stores or regions
Better communication and education of resistant parties or organizations
Better training to improve pricing skill sets
Tailor a technology solution to my business process and needs
Business process analysis for pricing process improvement
Build up progressively more sophisticated pricing capabilities over time
Improved integration technology tools
Top Three (3) Ways to Overcome These Barriers
2013 2012
Source: RSR Research, April 2013 Tough Love: An In Depth View at Retail Pricing Practices
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Nikki Baird: [email protected]
1-303-683-6613 Denver, CO, USA
19
Thank You!
www.rsrresearch.com
Tough Love: An In Depth View at Retail Pricing Practices
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<#>
PLACEHOLDER"
Polling Question"
Tough Love: An In Depth View at Retail Pricing Practices
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<#>
Achieving Omni-Channel Success with
Price Intelligence "
Jenn MarkeyVP, Marketing
360pi"
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<#>
Pricing Enters the C-Suite"
Tough Love: An In Depth Look at Retail Pricing Practices"19#
Double dip recession
Amazon
Technology disruption
Omni-Channel#
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<#>
Price needs to reflect brand"
Tough Love: An In Depth View at Retail Pricing Practices"
Everyday Low Prices Premium Pricing
Price + Customer Experience = Brand
Brand consistency = Omni-‐Channel
20#
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<#>
Consumer Electronics – Hit Hardest by Showrooming"
Source: Placed - Aisle to Amazon Study
Tough Love: An In Depth View at Retail Pricing Practices"21#
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<#>
Consumer Electronics: Price Sensitivity & Volatility"
Product: Samsung UN55EH6000 55-‐Inch LED HDTV Timeline: Q4, 2012 (Oct 1-‐Dec 31) Compe=tors: • Best Buy Canada • Best Buy US • Future Shop • Amazon US • Amazon US Marketplace • Sears Canada • Sears US • Frys Electronics
22#
Black FridayFull Competitive Pricing#Report Available at:#www.360pi.com#
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<#>
Dealing with Price Sensitivity & Volatility"
Tough Love: An In Depth Look at Retail Pricing Practices"
Need accurate real ]me view into compe]tors’ pricing
23#
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<#>
Easier said than done"
Tough Love: An In Depth View at Retail Pricing Practices"24#
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<#>
Manual efforts prone to error & delay"
58%
52%
54%
36%
13%
0%
4%
7%
Fashion/Seasonal
Basics/Replenishment
Durable Goods & Consumer Electronics
Perishable goods
Gathering Competitive Price Intelligence Data
Not currently using it It's a manual process
Tough Love: An In Depth View at Retail Pricing Practices"
Good candidates for 360pi’s Automated
Price Intelligence
25#
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<#>
How do we get it?"
Tough Love: An In Depth View at Retail Pricing Practices"26#
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360pi Retailer Advantage"
Product
Price
Purchase
Tough Love: An In Depth View at Retail Pricing Practices
360comparables
360price
360mobile
27#
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<#>
Multi-Faceted View of Price"
Tough Love: An In Depth View at Retail Pricing Practices"28#
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<#>
Don’t get left behind"
Tough Love: An In Depth View at Retail Pricing Practices 29#
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<#>
Next Steps"
Best practices and thought leadership content to help you on your price intelligence journey.360pi.com/resources/discovery-center "
Modern Retail Pricing is our blog and covers new trends and insights into retail pricing. Subscribe today!blog.360pi.com"
See our product in-action and discover what it can do for your business. Request a free demo!360pi.com/free-demo"
Tough Love: An In Depth View at Retail Pricing Practices"30#
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<#>
Contact Me"
Jenn Markey VP, Marke]ng 360pi [email protected] 1.855.360.0075 (toll-‐free) @360_pi
Tough Love: An In Depth View at Retail Pricing Practices"31#
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#360pricing
Type ques=on here
Q&A // Submit Your Ques]ons
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#360pricing
Q&A // Panelists
Nikki Baird Managing Partner
RSR Research
Debbie Hauss Editor-in-Chief
Retail TouchPoints
MODERATOR
Jenn Markey VP, Marketing
360pi
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#360pricing
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