Dynamic pricing in retail: opportunities and limitations
Abstract
One of the key strategic decisions of the company is the development of its pricing policy, on the success of which the main economic indicators of the company depend in the short and long term. Traditional pricing methods in modern dynamic conditions have significant disadvantages, as they are slow to respond to changes in the internal and external environment of the company. Based on foreign and domestic experience, the article considers theoretical and practical aspects of the introduction of dynamic pricing in various sectors of the economy, in particular in retail trade. The differences between remote pricing and price discrimination and personalized pricing are noted. The goals and objectives of using remote pricing by economic entities are defined. The prospects of using dynamic pricing in retail trade related to the use of electronic price tags are analyzed. The potential possibilities of the method and the limitations (technical, organizational, legal) that traditional retail companies experience when using remote pricing are studied. The study concluded that dynamic pricing will become one of the most sought-after business solutions in the retail sector in the coming years, along with the service sector and online commerce.
About the Author
S. G. Kholmovsky
Baikal State University
Russian Federation
Russian Federation
Kholmovsky S. G. – Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Management and Service
Irkutsk
References
1. Makhovikova G.A., Lizovskaya V.V. Prices and pricing in commerce. Moscow : Yurayt, 2019. 231 p.
2. Shcherbakova I.N. Pricing policy of Russia in modern conditions // Baikal Research Journal. 2017. Vol. 8, No. 2.
3. Karpov S.V., Rusin V.N., Rozhkov I.V. Price management. Moscow : INFRA-M, 2016. 236 p.
4. Orlova T.T. Paradigms of pricing // Proceedings of the Baikal State University of Economics and Law. 2007. No. 2 (52). Pp. 19–32.
5. Pricing : textbook and practical course for undergraduate and graduate studies / edited by T.G. Kasyanenko. 7th ed., revised and add. Moscow : Yurayt, 2019. 437 p.
6. Marn M., Regner E., Zavada K. Price advantage: how much should your product cost? / scientific ed. by V. Ionov ; ed. by E. Dronova ; transl. from English by T. Gutnikova. Moscow : Alpina Publisher, 2015. 318 p.
7. Nenggl T., Holden R. Strategy and tactics pricing. St Petersburg : Peter, 2001. 543 p.
8. Samarukha V.I., Tyapkina M.F. Price imbalances arising for agricultural and industrial products // Baikal Research Journal. 2019. Vol. 10. No. 2. Pp. 10–20.
9. Dershen A.G. Dynamic pricing: definition, essence // Economics, business, innovation : collection of articles of the VIII International Scientific and Practical Conference, Penza, June 5, 2019. Penza : Science and Education, 2019. Pp. 192–194.
10. Voros J. An analysis of the dynamic price-quality relationship // European Journal of Operational Research. 2019. Vol. 277, Issue 3. Pp. 1037–1045.
11. Manin A. Dynamic pricing. URL: https://marketing-course.ru/dinamicheskoe-cenoobrazovanie/ (date of access: 19.11.2024).
12. Dynamic pricing and price discrimination: what is the difference? URL: https://lpgenerator.ru/blog/2015/10/26/dinamicheskoe-cenoobrazovanie-i-cenovaya-diskriminaciya-v-chem-raznica/ (date of access: 19.11.2024).
13. The ultimate guide to dynamic pricing. URL: https://www.omniaretail.com/blog/the-ultimate-guide-to-dynamic-pricing (date of access: 19.11.2024).
14. Chunina A.E., Sinitsina D.G. Dynamic pricing in online commerce in the context of digitalization // Modern issues of sustainable development of society in the era of transformational processes : proceedings of the X International scientific and practical conference, Moscow, June 29, 2023 Moscow : ALEF, 2023. Pp. 110–115.
15. Dynamic Pricing: A Practical Guide – 2024 for Retail and Ecom. URL: https://imprice.ru/dynamic-pricing (date of access: 19.11.2024).
16. Jorgensen R. What is dynamic pricing and why is it important? Strategy, tactics and benefits. URL: https://www.reprice.io/blog/dynamic-pricing/ (date of access: 19.11.2024).
17. Kurbatov N. Review of dynamic pricing methods. URL: https://datanomics.ru/artciles/obzor-metodov-dinamicheskogo-tsenoobrazovaniya/ (date of access: 19.11.2024).
18. Gibson K. Dynamic pricing: what it is and why it’s important. URL: https://online.hbs.edu/blog/post/what-is-dynamic-pricing (date of access: 19.11.2024).
19. Televatyuk S.D. Innovative approaches to online assortment management in the field of fashion retail trade // Bulletin of the Siberian Institute of Business and Information Technologies. 2024. Vol. 13, No. 3. Pp. 126–132.
20. Ivanenko A.R., Kalabina E.G. Possibilities of using dynamic pricing in the retail sector // e-FORUM. 2021. Vol. 5, No. 2 (15). URL: https://www.elibrary.ru/download/elibrary_46240638_94108254.pdf (date of access: 19.11.2024).
21. Law of the Russian Federation from 07.02.1992 No. 2300-1 (ed. from 08.08.2024) "On consumer protection". URL: https://www.consultant.ru/document/cons_doc_LAW_305/ (date of access: 19.11.2024).
22. Decree of the Government of the Russian Federation dated 31.12.2020 No. 2463 (as amended on 17.05.2024) "On approval of the Rules for the sale of Goods under a retail sale agreement, a list of durable goods that are not subject to the consumer's requirement to provide him with goods with the same basic consumer properties free of charge for the period of repair or replacement of such goods, and a list of nonfood products of adequate quality that cannot be exchanged, as well as amendments to some acts of the Government of the Russian Federation". URL: https://www.consultant.ru/document/cons_doc_LAW_373622 (date of access: 19.11.2024).
Review
For citations:
Kholmovsky S.G. Dynamic pricing in retail: opportunities and limitations. Vestnik of Samara State University of Economics. 2025;(5):82-90. (In Russ.)
Views:
3
Email this article 