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Planificación de vacaciones de E-Commerce con consejos de precios

Navidad está aquí! Es la época más ocupada del año, pero también el más importante y estresante para el mercado de comercio electrónico. Las cifras de ventas aumentan considerablemente, la gente compra regalos, decoraciones, tarjetas, alimentos, y más. Por ejemplo, en los Estados Unidos, Acerca de 25% de gastos personales de todo se produce en la temporada a partir de compras navideñas Octubre y elevar significativamente en El viernes negro y ciber el lunes en noviembre. Entonces, se continúa con ventas de último minuto apenas antes de la Navidad en diciembre. Así que empieza con sus vacaciones de e-commerce, planificación para conseguir las ventajas de este período especial!

En este artículo, no vamos a te Bombardee con consejos de marketing convencionales. En su lugar, desde una perspectiva experta precios , vamos a cubrir este tema de nicho y darle algunos probado consejos precios para vacaciones de e-commerce planea aumentar sus ventas y aumentar los márgenes de.

Antes de entrar en las estrategias de precios, vamos a destacar el impacto de los precios sobre los consumidores en línea con algunos datos comprobados.

Investigación conducida por Deloitte reclamaciones 56% de Estados Unidos los compradores gastan mínimo de 2 horas para buscar ofertas de compras navideñas.

 

Deloitte. (n.d.). Cuánto tiempo le dicen que pasar vacaciones investigando compras especiales?. En Statista - El Portal de estadísticas. Obtenido diciembre 20, 2017, de https://www.statista.com/Statistics/209668/Time-of-Year-When-US-Consumers-Start-their-Holiday-Shopping/

 

La siguiente estadística muestra razones por qué los consumidores UK planean comprar en línea durante el período de Navidad como de 2017. Entre los encuestados, 50% dijo que prefieren comprar en línea para comparar fácilmente precios y comentarios. También, es muy interesante que 23% de los participantes no quieren escuchar las canciones de Navidad. 🙂

 

Deloitte. (n.d.). Cuánto tiempo le dicen que pasar vacaciones investigando compras especiales?. En Statista - El Portal de estadísticas. Obtenido diciembre 20, 2017, de https://www.statista.com/Statistics/209668/Time-of-Year-When-US-Consumers-Start-their-Holiday-Shopping/

 

Estas estadísticas a continuación proporciona información detallada acerca de cómo los compradores en línea de Estados Unidos son propensos a usar o investigación cupones u ofertas durante la temporada de vacaciones. Según la encuesta, 70% de participantes indicados comparación online de precios.

 

eMarketer. (n.d.). Ways in which internet users in the United States are likely to use or research coupons or deals during the holiday season as of June 2015. En Statista - El Portal de estadísticas. Obtenido diciembre 20, 2017, de https://www.statista.com/statistics/476376/research-coupons-deals-holiday-season-internet-users-us/.

 

According to BDO’s analysis from the perspective of retailers, the most effective promotion for holiday season success is applying discounts. Por otro lado, 54% de los consumidores stated that sales&discounts will be the major factor affecting their purchasing decision. Another finding from that analysis shows us that C-level retailers are perceiving price competition as the greatest challenge in the holiday season.

https://www.bdo.com/insights/industries/retail-consumer-products/2017-bdo-retail-cxo-holiday-survey

 

Let’s expand these findings and enrich them with some tips based on the statistics. The chart below represents the best source of online shopping deals and bargains during the holidays. According to the research, the most popular channel to announce the deals is thee-mails sent from retailers – 22%”. You may consider using one of these channels to increase the visibility of your holiday deals.

 

Adobe Systems. (n.d.). Best source of online shopping deals and bargains during the holidays according to online consumers in the United States as of October 2016. En Statista - El Portal de estadísticas. Obtenido diciembre 20, 2017, de https://www.statista.com/statistics/628997/us-online-holiday-shopping-deals-resources/.

Por lo tanto, the importance of pricing for online shoppers is approved by all this statistical pricing data that we have just presented above. Bien, if you are not sure where to begin with your pricing moves for the e-commerce holiday planning. le tenemos cubierto!

Ahora, it is the best time to highlight the pricing strategies to maximize your sales and increase your profits. Let’s dive into these tips to make a difference among your competitors!

 

Set Your Prices Dynamically and Smartly

According to our recent analysis of comparative price dynamism, Amazon changes 16% of prices on a daily basis. Rueducommerce.fr changes 30 % of the products within full assortment and Dutch e-commerce giant Bol.com changes 10,7% of the product prices on a daily basis during the regular season. These percentages are reaching at a peak during the holiday season as online shoppers are much more enthusiastic to shop, willing to pay more and allocate more time while hunting for the best deals. Claro, e-commerce retailers are aware of this opportunity and embrace online pricing as their prominent job in order to attract customers. In short-term, dynamic pricing leads you to win the price wars during the holiday season and help you to respond to every single of pricing move of your competitor.

 

 

Por lo tanto, how do you get smart about applying dynamic pricing to e-commerce holiday planning?

Your costs and your competitors’ pricing should be the key factors while deciding for the online prices. Dropping your prices under your costs will harm your profitability so you have to set your strategy according to the price competition in the market. En este caso, melting these two variants in the same pot and generating a new smart price towards different scenarios (in case a competitor changes its price just below your product or you manage to diminish the cost) would be a useful and smart move.

A sustainable way to enrich your pricing strategy is setting smart prices by defining repricing rules through competitor pricing intelligence software. With these kind of tools, you’re able to set e-commerce pricing rules by targeting certain profit margins and competitive pricing positions and receive smart price recommendations as an outcome. This type of intelligence, you are able to take the initial steps to adapt your pricing strategy to dynamic pricing and thus, you can better compete with e-commerce giants like Amazon.

 

 

The main goal here is; if retailers want to have effectively working product turnover, they need to use different scenarios (algorithms, rules) for repricing that supports dynamic pricing.

So let’s demonstrate this with a real example!

Think about a scenario that, you aim to be the most competitive in the market but not go below your costs.

Here is the pricing rules that you will be setting;

 

 

Here comes the quick tip before e-commerce holiday planning;

  • Know your costs very well.
  • Decide a competitive pricing strategy. Por ejemplo; price match with the lowest, always be 5% cheaper than the minimum or be $50 higher than the average of the market.
  • Start setting rules according to the first two points above on different brands or categories.
  • Generate smart prices through the pricing intelligence and apply them to your products.
  • Sit back and watch your success during the holiday season.

 

Detect the price increase opportunities!

A veces, your prices may be too competitive when compared to other players in the market, so even increasing the price by 5% o 10% isn’t really likely to impact the performance of your competitive position. This is an opportunity to test a price increase, improving your profit margins and still be the best deal in the market.

The best way to detect that opportunity is using an automated software de seguimiento de precios de competidores. By gathering price intelligence data from the market, you’ll have a clear view of your price positioning among your competitors and detecting the price differences won’t be a hassle for you.

Let’s analyze that scenario through a real example.

A great holiday product both for self-gift or for your friends and family. Below you can see two different e-commerce retailers selling the same Nike Air Max. The first one is the most competitive one in terms of price, selling it at 59.90€. The second retailer sells the Nİke Air Max at 99.90€. En ese escenario, the first e-commerce retailer can raise the price just below its competitor by setting it at 90€. This move will bring increased profit margins that lift up the balance sheet and still let the product be the most competitive one in the market.

 

 

 

 

Analyze your competitorspast halloween price trends

The best way to prepare for e-commerce holiday planning is to analyze trends and fluctuations from the previous year to make predictions and create strategies for the new year based on those analyses . That’s exactly what a software de seguimiento de precios de competidores proporciona, as well as describing the best way to connect with consumers based on their pre-holiday habits.

Some start setting special prices just before the holiday week and some change their prices instantly during the holiday week, and the rest target for last minute shoppers or post-holiday shoppers by offering promotions just after the holiday week.

To win this price battle and be competitive according to your competitors, you should be aware of the market and price trends at the product level.

Do not forget a price tracking software is not only about knowing the current prices! After using it for a time, you will be able to generate historical graphics to analyze the price trends throughout the year. Por lo tanto, monitoring and analyzing the historical pricing trends of their competitors is a necessity for e-commerce companies.

If you can figure out the price moves of your competitors during the holiday season on previous years, you can clearly decide the product range to focus on at the right time.

 

Seek for competitor’s stock-out products and get advantage!

Pensar en un escenario; if a holiday shopper wants to purchase a Nike Air Max and can’t find many options, he or she perceives the product more valuable. Por lo tanto, the willingness to pay more for that product increases significantly. That’s the consumer psychology!

Another common scenario; a holiday shopper search for a Nike Air Max for her sister and detect that it is out of stock on one of your competitor. Are you guessing who’s next?

Sí! You’ll be the next door for that online shopper.

What if you detect that your competitor’s product is out of stock in advance? There are plenty of options. Por lo tanto, if you can detect the stock-out product of your competitor, the chance of selling it will increase immediately. With the confidence of that intelligence, you can set higher prices which help you to fatten your profit margin.

Por lo tanto, the e-commerce retailer with the competitive intelligence advantage and stock availability get the advantage in pricing. With the competitor intelligence software, e-commerce retailers can gain insights on their competitorsstock availabilities, and if you detect that opportunity increase your prices and start investing on the promotion of that product in different channels like social media, Google Adwords, price comparison sites

 

Una vista del panel de Prisync que muestra el producto de la acción-hacia fuera de un competidor.

 

Conclusión

Tenga en cuenta que los clientes más con éxito atraer y satisfacer para la próxima temporada, más probable sean volver a tienda de usted durante la temporada regular. Por lo tanto, a pesar de todo los días especiales o temporadas, como regreso a la escuela, Haloween, Navidad o el viernes negro y ciber el lunes, Usted puede utilizar estas estrategias de precios para la planificación de vacaciones de e-commerce y para la temporada regular!