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Dynamic Pricing Support Systems for DIY Retailers – a Case Study from Austria

Author

Listed:
  • Natter Martin

    (Hans Strothoff Professor of Retail Marketing at the Johann Wolfgang Goethe-University Frankfurt, Germany)

  • Reutterer Thomas

    (Associate Professor at the Institute for Retailing and Marketing, Vienna University of Economics and Business Administration, Austria)

  • Mild Andreas

    (Associate Professor at the Institute for Production Management, Vienna University of Economics and Business Administration, Austria)

Abstract

Merchandise managers have long dreamt of automated dynamic systems to help them make well-informed pricing decisions. However, such systems have proved as elusive as the Holy Grail - until now, that is. The story of an Austrian DIY retailer shows often undetected opportunities to use valuable information, hidden in retailers’ data warehouses, on consumer reactions to previous price changes in order to make automatic pricing and promotion decisions.

Suggested Citation

  • Natter Martin & Reutterer Thomas & Mild Andreas, 2009. "Dynamic Pricing Support Systems for DIY Retailers – a Case Study from Austria," GfK Marketing Intelligence Review, Sciendo, vol. 1(1), pages 46-53, May.
    • Handle: RePEc:vrs:gfkmir:v:1:y:2009:i:1:p:46-53:n:6
    DOI: 10.2478/gfkmir-2014-0084
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