Traditional pricing and promotion strategies are coming up short against the growing pressures from value retailers such as Wal-Mart and Costco. How can retailers improve their tarnished price image and offer customers the deals they want without giving away the store?
This paper discusses A.T. Kearney’s approach to pricing and promotion. We offer a customer-focused strategy in which retailers identify and exploit the items most important to customers; items that will help build and sustain a positive price image. It is a rigorous strategy that builds on retailers’ experience and historic perspective on pricing and offers help in making better, more fact-based and timely pricing decisions.
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