Paris - 15 janv. 2016: Le prix est la première variable dans la prise de décision d’achat d’un client. En pleine période de « transparence des prix » il n’a jamais été aussi simple de comparer les prix en ligne avec ceux en magasin. Pour les distributeurs, la réaction typique est d’aligner leur prix avec les offres des concurrents, or dans la majorité des cas ce n’est pas la décision la plus optimale à prendre. C’est là qu’intervient la solution IBM Dynamic Pricing.

Selon le rapport « Pricing 2015: Learning To Live In A Dynamic, Promotional World » du cabinet RSRS Research, 75% des retailers ont augmenté le nombre de fois où ils ont fait varier leur prix durant les trois dernières années.

IBM Dynamic Pricing compare les données en temps réel telles que les taux d’abandon de paniers et l’historique de navigation Internet avec les ventes, les stocks et les dernières évolutions de prix des concurrents. La solution peut ainsi recommander la meilleure stratégie en terme de prix. Désormais les distributeurs peuvent déterminer intelligemment à quelles fluctuations ils devraient réagir (ou comment) et lesquelles devraient être ignorées, le tout basé sur l’impact potentiel sur leur business.

A tout moment, le distributeur est à « un clic » de perdre un client en ligne mais il doit rester concentré sur la vision à 360° de son business. En mettant en place des recommandations de prix rapides et adaptées en temps réel, IBM Dynamic Pricing permet  aux  distributeurs de demeurer compétitifs malgré un environnement reconnu comme très volatile.

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IBM Introduces Dynamic Pricing to Help Retailers Navigate Online Price Wars

New Solution Enables Retailers to Intelligently Adjust Prices While Driving Customer Loyalty and Product Demand

ARMONK, NY –15 JANUARY 2016: IBM (NYSE:IBM) today announced IBM Dynamic Pricing, a cloud-based offering that automatically recommends an online retailer’s best response to changes in performance data and market conditions as well as the latest competitor pricing information.

In an age of price transparency, retailers must do more than monitor competitor prices and other market conditions--they must be able to respond accordingly or risk losing customers.  IBM Dynamic Pricing combines performance data, such as cart abandonment rates and browsing history, with sales, inventory, and the latest competitive pricing information, and in real time applies these insights to recommend the most appropriate pricing action.

While pricing is always critical to driving sales, reacting to competitor price changes is not always the best course of action.  With IBM Dynamic Pricing, retailers can intelligently determine which changes they should respond to (and how) and which should be ignored, all based on potential impact on the business.  When taking action is appropriate, the solution automatically makes real-time pricing recommendations.

 
For example, a retailer might find that a competitor rolled out a promotion on a key product, reducing the price by 15 percent. IBM Dynamic Pricing evaluates and decides based on product availability, price sensitivity and customer demand that an 8 percent pricing change will still enable the retailer to compete and to achieve sales and margin objectives. This price would then be automatically updated online.

 
“At any given moment, a retailer is no more than one click away from losing a customer online. IBM Dynamic Pricing executes real-time pricing recommendations at the scale and speed needed to ensure competitiveness in a volatile shopping environment,” said Stephen Mello, Vice President, IBM eCommerce & Merchandising. “This intuitive and dynamic pricing system improves visibility into what’s happening in the market, allowing retailers to make decisions that are best for their businesses and customers alike.”

IBM Dynamic Pricing also helps the growing number of omni-channel retailers navigate price wars. These retailers now can use data and insights from their physical stores to influence and price confidently online. As a result, they can successfully ensure that their customers get the best prices while protecting their margins.

For more information about IBM Dynamic Pricing click here.

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