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Pricing Pressure, Multi-Screening and Testing

Search and social media exert a tremendous downward pressure on primary product pricing, as we’ve discussed previously, by making it much easier for customers to compare pricing across retailers, both online and off. But there’s another aspect of the social age that should be a cause for concern for online retailers: Multi-Screening.

According to a Google study, 90% of people move between devices to accomplish a goal. That means most of your customers are viewing your website on multiple devices, either sequentially or simultaneously.

If you’re using client side data such as cookies or browser vendor strings to test primary product offers, you run the risk of alienating those customers by inadvertently showing different prices to the same customer in different situations. This can confuse less savvy, and upset more savvy, customers.

The solution is to use a more-comprehensive dataset and focus on maximizing revenue on ancillary products. Using the right data and applying it to the purchase path will help you avoid price discrimination pitfalls caused by multi-screening and increase value for customers who are checking out, no matter which device they are completing a transaction from.

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Mark Brown

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