Pricing optimization can help maximize profits and customer conversions by allowing users to predict buyer response to different prices of goods and services. These responses can be studied along with factors such as sales channels to understand which combinations produce the most desirable results.
However, manually identifying optimal price points can be both tedious and ineffective. Tracking dynamic data such as competitors’ prices and the average market price can be time-consuming. In addition, price optimization involves complex calculations, which may yield inaccurate results if handled manually.
Using a pricing optimization software solution can help simplify the process. These tools help manage and identify the impact of different price points from a single platform.
We’ve created this buyers guide to help you better understand the role and functionality of pricing optimization software.
Here's what we'll cover:
What is pricing optimization software?
Pricing optimization software is a type of software designed to help businesses maximize profits and customer conversions by enabling them to identify the most suitable pricing for their products or services.
The software analyzes data pulled from customer surveys, sales reports, demography assessments, etc. Advanced technologies such as machine learning, big data, and artificial intelligence are employed for analytics.
Pricing optimization dashboard in Cayan (Source)
Common features of pricing optimization software
Each vendor offers a unique mix of features; however, there are some common features among all pricing optimization software solutions.
||Leverage data analytics to gain insights into the relationship between price and factors such as customer behavior and stock levels.
||Adjust prices for specific categories, markets, or time frames by measuring price sensitivity or elasticity as needed.
||Determine the monetary returns of different price points. Align the finding with buyer personas and segments to generate deeper insights.
|Competing product analysis
||Track competitor and market-wide pricing trends to adjust product prices in response by using dynamic pricing techniques. Analyze if and why competitor prices are performing better and gain actionable recommendations.
|Price list management
||Automate updates for price lists and quotes in multiple currencies. Assess the impact of price changes on your KPIs before publishing the changes.
What type of buyer are you?
Understanding the two main customer categories will help you identify the capabilities each needs to address their common challenges.
B2C companies: The two common challenges for these companies are their siloed price determination processes and the complexity in gauging customer response to different prices. To cater to these challenges, B2C companies require pricing optimization solutions that foster collaboration and help gauge the price sensitivity of buyers.
Pricing optimization tools gather data through various sources such as survey data or historical customer data. They use this data to segment customers, create behavioral profiles, and simulate responses to price levels.
B2B companies: Typically, the volume of products in B2B companies is lower, which reduces the amount of customer data available for analyses. This makes it difficult to model buyer behavior, segment buyers, and measure price sensitivity.
They require tools that offer elasticity based pricing, which instead of pointing out an effective price point, yields an optimal price range. B2B businesses can use such tools in combination with configure, price, and quote (CPQ) software for more sophisticated pricing and quoting.
Benefits of pricing optimization software
Below are some benefits of pricing optimization software. The benefits highlight the key areas that are positively impacted by these tools and the improvements you can expect with pricing optimization.
Improved bottom line: Pricing optimization factors in all the parameters that contribute to the production/development cost of a product or service and identifies the best possible price point that appeals to customers while yielding reasonable returns.
Consistent pricing: By standardizing the pricing process through automation, this software helps avoid unjustified variances in the pricing of similar products. It also ensures consistency in unit prices by avoiding unit measure errors such as a different price for a pack of two versus a pack of six.
Key consideration for selecting pricing optimization software
As the last step to selecting your pricing optimization software, you need to keep an additional point in mind.
Integrations: Though a business may have different departments to manage different functions, the processes that cut through each of the departments are interdependent and collectively determine the overall business impact. Therefore, the various tools that may be native to the departments need to be consolidated to enable a common data exchange platform across the business. Integrations come in handy for this cause. To begin with, you can try integrations with some adjacent processes and related tools such as CPQ tools, ecommerce platforms, or ERP applications.
Note: The applications selected in this article are examples to show a feature in context and are not intended as endorsements or recommendations. They have been obtained from sources believed to be reliable at the time of publication.