Conventional wisdom in the Amazon era holds that the lowest price wins the battle of the retailers, leading many to just about give away items to make a sale. Yet some data suggest a more nuanced reality: while 76 percent of retailers aim to sell goods at the lowest price, only 17 percent of shoppers say price is a dealbreaker, according to Forrester Research.
That discrepancy creates an opening for retailers to recover some of their long-lost profit margins, with new software to track prices and preferences to make sure the customer gets what they want hassle-free.
Consumers "want a fair price and it's not the lowest price," said Cheryl Sullivan, chief marketing officer for software company Revionics. Revionics offers programs using artificial intelligence and data analysis to help retailers identify the best price to avoid money-losing promotions.
These new tools are among the wares on display at the National Retail Federation's "Big Show" that has packed in some 37,000 visitors this week atthe Jacob Javits Center in midtown Manhattan.
-AFP, New York
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