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Price optimization is the process of determining the appropriate retail value of a product or service based on demand, competition, and manufacturing costs. It is a never-ending task for most businesses, and finding the perfect balance between profit and value is essential. The overall sales volume of a business and geographic region also play a role in pricing optimization. Ultimately, consumers decide which price point is considered fair based on their spending habits.
Price optimization is the process of determining the appropriate retail value of a consumer product or service. While in principle, it may seem like there isn’t much to consider, both manufacturers and retail stores spend a lot of time optimizing pricing to ensure their products sell quickly while still making a profit. If the item is priced too high, it may not sell at all, and if the price is too low, the store will unnecessarily limit its purchasing power. Each of the manufacturers uses a price optimization formula based on the overall demand for their product, their level of competition, and the cost of manufacturing their products.
For example, a grocery store may carry six different types of canned tomatoes. While each of these brands may be comparative in terms of overall quality, manufacturers will set their price optimization based on their image with consumers. Some of the canned tomatoes on supermarket shelves can be 20 to 30 percent more expensive than generic brands, while value brands are steadily lowering their prices to remain the least expensive brand within the location. Finding the perfect balance between profit and value is essentially what price optimization strives to do, and since the relative values of goods and services are constantly changing, this is a never-ending task for most businesses.
It is impossible to achieve proper pricing optimization without evaluating all three aspects of the formula, because within any geographic region, standards can be completely different for other places where the product is sold. If a consumer were to call a repairman on a weekday, for example, the price quoted would be much lower than if the same services were requested on a weekend or holiday. Stores without much competition may also adjust their price optimization upwards, while franchises in big cities typically have to set their prices much lower to entice customers into their stores.
Another important aspect of price optimization would be the overall sales volume of a given business. While many specialty stores only aim to make a few high-profit sales a week, others will attempt to complete thousands of transactions in order to generate revenue. If a particular price optimization point fails to entice consumers to buy the product, retailers may be tempted to drastically reduce the sales amount in order to sell many of these items quickly. On the other hand, when consumers are naturally attracted to a product and it is in demand, companies keep the price high to get as much profit as possible. There are merits to both sales philosophies and ultimately the consumer decides which price optimization point is considered fair by their day-to-day spending habits.
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