What affects profitability and a retailer’s bottom line? A retail pricing strategy which involves setting the right price is a crucial step toward achieving that profit. Retailers are in business to make a profit, but figuring out what and how to price products may not come easily.
Before we can determine which retail pricing strategy to use in setting the right price at your business, we must know the costs associated with the products.
Two key elements in factoring product cost are: the cost of goods and the amount of operating expense. The cost of goods also includes the amount paid for the product plus any shipping or handling expenses. The cost of operating the business, or operating expenses, include overhead, payroll, marketing, and office supplies.
Regardless of the pricing strategy used, the retail price of the products should be more than the cost of obtaining the goods plus the expenses related to operating the business.
Retail Pricing Strategy
Now that we understand what our products actually cost, we should look at how our competitors are pricing their products. Retailers will also need to examine their channels of distribution and research what the market is willing to pay.
Many pricing strategies exist and here are a few :
Markup on cost can be calculated by adding a pre-set (often industry standard) profit margin, or percentage, to the cost of the merchandise.
Consumers have many choices and are generally willing to shop around to receive the best price. Retailers considering a competitive pricing strategy will need to provide outstanding customer service to get ahead of the competition.
Pricing below competition simply means pricing products lower than the competitor’s price. This strategy works well if the retailer negotiates the best prices, reduces costs and develops a marketing strategy to focus on price specials.
Prestige pricing, or pricing above competition, may be considered when location, exclusivity or unique customer service can justify higher prices. Retailers that stock high-quality merchandise that isn’t available at any other location may be quite successful in pricing their products above competitors.
Psychological pricing is used when prices are set to a certain level where the consumer perceives the price to be fair. The most common method is odd-pricing using figures that end in 5, 7 or 9. It is believed that consumers tend to round down a price of Rs. 9.95 to Rs. 9, rather than Rs. 10.
Other Retail Pricing Strategies
Keystone pricing is not used as often as it once was. Doubling the cost paid for merchandise was once the rule of pricing products, but very few products these days allow a retailer to keystone the product price.
Multiple pricing is a method which involves selling more than one product together. This is at one fixed price, such as three items for Rs. 100. Not only is this strategy great for markdowns or sales events, but retailers have noticed consumers tend to purchase in larger amounts where the multiple pricing strategy is used.
Discount pricing and price reductions are a natural part of retailing. Discounting can include coupons, rebates, seasonal prices and other promotional markdowns.
Merchandise priced below cost is referred to as loss leaders. Although retailers make no profit on these discounted items, it is hoped consumers will purchase other products with higher margins during their next visits to the store.
As you develop the best pricing model for your retail business, understand the ideal pricing strategy will depend on more than costs. It also depends on good pricing practices.
It is difficult to say which component of pricing is more important than another. Just keep in mind, the right product price is the price the consumer is willing to pay, while providing a profit to the retailer.