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Essential moments of a purchase decision are already made along the customer journey before the physical purchase at the POS, which means that marketing and sales activation measures merge.
Identifying shoppers’ willingness to pay by means of pricing machines or clustering shops more sophisticatedly to create optimal store concepts continues to increase. The know-how is shifting from branded goods manufacturers to retailers.
Today, price risks are more strongly influenced by e-commerce than by discounters. Branded companies are wavering between ubiquity and the protection of their price management.
Many branded companies tap into SAP or similar but process the value chain elements with Excel. Updating data, linking internal and external data and manually editing the tool without using smart intelligence keeps teams busy. Transparency and excellence in use suffer as a result.