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Predictive Analytics: Optimizing Pricing And Promotions In E-Commerce Means Combining Tools | Retail TouchPoints

Most retailers are already engaged in data analytics and predictive modeling. Today, using data to predict more successful outcomes — ultimately leading to increased sales — is not as mystifying a concept as it was even a year ago. But with a market being upended by an omnichannel imperative and consumer demand for instant gratification, how can e-Commerce retailers continuously and dynamically test out business models and strategies, refresh their questions and findings, and find out what works, particularly when it comes to pricing and promotions?

Advances in AI have a role to play here. Machine learning is very powerful in point prediction, point estimates in price — the goal being to make sure you are dynamically pricing. And it’s very effective when pricing at speed. It can help improve recommendations based on a continuous learning loop, and it’s particularly applicable in price and promotion optimization.

But the biggest challenges in pricing and promotion currently are speed and innovation. Yesterday’s pricing strategy is not going to work for tomorrow, so you have to constantly reinvent yourself.

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Predictive Analytics: Optimizing Pricing And Promotions In E-Commerce Means Combining Tools – Retail TouchPoints.

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