Cuidado com o preço

"Just 40% of retailers believe their pricing strategies build customer loyalty, down from 45% in 2015, RSR found. A mere 23% believe pricing is driving bottom line results, down from 32% last year, and only 35% percent of retailers believe they have a strategy in place to manage prices and promotions effectively across all channels.
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“Consumers may be sensitive about price, but no retailer, not even the lowest-priced retailer, can win on price forever,”
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Retail futurist Doug Stephens agrees. “Nothing can kill a brand faster than ill-conceived discounting,” Stephens told Retail Dive in an email. “It's problematic on a number of fronts. You either train your loyal customers to cherry-pick products on sale or, worse, lead them to believe that you’re not competitively priced day-to-day, leaving the door open to competitors.”
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Cutthroat pricing strategies and tactics are a race to the bottom, experts contend. “When you can no longer compete on convenience, product, service or customer experience, price becomes the final lever,” Stephens said. “And you pull that lever at your peril.”
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Even online retail, a segment synonymous with low prices, must also deliver differentiated experiences,
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Product sameness and atmosphere sameness have turned a lot of merchandise—beyond typical “fungible” goods that are mostly the same among brands—into commodities. While sellers of commodities have little control over prices, the laws of supply and demand can change the equation: Target, H&M and other retailers have all fueled consumer frenzy with limited-edition designer releases that swiftly sold out. But that approach can be tricky, too.
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“Scarcity only works when you have unique items that people can’t get anywhere else,”
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Differentiation and scarcity are what brand equity brings to retailers. Or, as marketing expert Bernadette Jiwa puts it, "Product minus Meaning = 'Commodity.' Product plus Meaning = 'Brand.'""[Moi ici: Excelente resumo do que está em causa, incorporar intangíveis, incorporar estórias, incorporar contexto.]

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