An empirically derived taxonomy of retailer pricing and promotion strategies

Ruth Bolton, Venkatesh Shankar

Research output: Contribution to journalArticle

72 Citations (Scopus)

Abstract

Most research categorizes grocery retailers as following either an Every Day Low pricing (EDLP) or a High Low (Hi-Lo) pricing strategy at a store or chain level, whereas this paper studies retailer pricing and promotions at a brand-store level. It empirically examines 1,364 brand-store combinations from 17 chains, 212 stores and six categories of consumer package goods in five U.S. markets. Retailer pricing and promotion strategies are found to be based on combinations of four underlying dimensions: relative price, price variation, deal intensity and deal support. At the brand-store level, retailers practice five pricing strategies, labeled Exclusive, Moderately Promotional, Hi-Lo, EDLP, and Aggressive pricing. Surprisingly, the most prevalent pricing strategy is not Hi-Lo pricing strategy as is widely believed. It is one characterized by average relative brand price, low price variation, medium deal intensity, and medium deal support. The findings provide some initial benchmarks and suggest that retailers should closely monitor their competitors' price decisions at the brand level.

Original languageEnglish (US)
Pages (from-to)213-224
Number of pages12
JournalJournal of Retailing
Volume79
Issue number4
DOIs
StatePublished - 2003
Externally publishedYes

Fingerprint

Costs and Cost Analysis
Taxonomy
Pricing
Retailers
Benchmarking
Pricing strategy
Store brands
Research

Keywords

  • Multivariate data analysis
  • Pricing
  • Promotion
  • Retailing
  • Strategy

ASJC Scopus subject areas

  • Marketing
  • Applied Psychology

Cite this

An empirically derived taxonomy of retailer pricing and promotion strategies. / Bolton, Ruth; Shankar, Venkatesh.

In: Journal of Retailing, Vol. 79, No. 4, 2003, p. 213-224.

Research output: Contribution to journalArticle

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