Last year, Parker Avery began discussing two different approaches to pricing strategy and the driving forces behind them (“The Two Tides of Retail Pricing: Riding with Caution”):

– One wave is driven by price transparency due to increased customer touch points to have a unified or consistent price across channels.
– The other is driven by price optimization software and involves the segmentation and differentiation of pricing and related messaging across customers.

Both of these approaches have unique benefits and opportunity costs – as well as downsides – but we will focus on the consistent price approach here. Let’s look at some core strategies for executing a single-price model, as well as some notable advantages.

Capitalize on the Simplicity
With the recent study “The Pricing Paradox” by RSR highlighting that as many as 12% of