• Mike Dan

4 Dynamic Pricing Strategies With Examples



Choosing between dynamic and static pricing strategies is an important step for a lot of business owners. With dynamic rates, you can take a more flexible approach to pricing influenced by various factors, like seasonality or customer behavior. Dynamic pricing strategies involve tweaking the price of your product or service to match factors in the current landscape.


Countless industries and businesses, from e-commerce platforms to airlines, and car rental companies, leverage a dynamic pricing algorithm to increase revenue and profit potential.


Here are some examples of dynamic pricing strategies.


1. Customer Behavior Pricing


We’re living in an environment where companies can now collect huge amounts of information about their customers on a consistent basis. Using this data, it’s possible to make decisions about how to price your products based on the purchasing behavior of your target audience.


With customer behavior pricing, companies use real-time or historical data and insights into their target audience to choose prices most likely to drive conversions. For instance, Amazon leverages huge amounts of data about market trends and purchase behavior to change prices anywhere up to every 10 minutes. Using data, Amazon can quickly and effectively increase profits.



2. Situational Pricing and Peak Pricing


Situational or contextual pricing considers the specific details of the purchase in the pricing structure. This means companies can consider everything from the time a service or product is purchased to the current level of demand in choosing the right pricing structure.


When it comes to listing companies that use dynamic pricing with a focus on context, few examples are more perfect than Uber. One of the largest ride-sharing service providers in the world, Uber’s dynamic pricing strategy automatically adjusts ride fair based on traffic and peak hours, rider-to-driver demand, and the time and distance of any route. This means the price you get for an Uber journey could change from one day to the next.



3. Competition-Based Pricing


A good way to make sure you’re always one step ahead of the competition with your e-commerce pricing strategy is to use a dynamic algorithm to respond to the changes other companies make to their prices. For instance, you could lower your prices when other competitors lower theirs and increase your prices when the price of similar items goes up.


Delta Airlines, for instance, tends to list higher ticket prices when other airlines aren’t offering access to the same routes, or other journey options aren’t available. The dynamic pricing algorithm used by the company means they can take advantage of customers not having access to other sources of transport. Some reports say Delta also increases prices for frequent fliers.



4. Penetration Pricing


Penetration pricing is a dynamic pricing strategy that involves listing certain products or services for a lower price because they’re new to the marketplace. The idea is that customers need more time to learn to trust a new product or service, and a lower price will convince clients to give an unknown solution more of a chance.


For instance, Airbnb offers suggested pricing for rentals based on a number of factors, including seasonality, supply and demand, day of the week, and access to special events and festivals nearby. However, the historical performance of the user’s listings and whether the person hosting the property is new to Airbnb also come into consideration.



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