avançadocomercio electrónico y venta minorista
Preços dinâmicos
It automates optimal price calculations by balancing key needs: strategy-based pricing, profit margin limits via markups, market trend responses through competitor assessment, and consumer appeal via psychological rounding
David Škarka
Autor do modelo
The primary objective of this rule flow is retail price optimization and psychological pricing. It calculates an optimal "charm price" for products—one that maximizes revenue while remaining psychologically appealing to consumers (e.g., ending in .99 or .95) and staying within acceptable discount thresholds.
Solution components
The solution is orchestrated through the main Dynamic Pricing workflow (dynamic-pricing-main-flow), which integrates several sub-workflows and decision tables organized into functional modules.
1. Get Product flow, Product Information Gathering
- Purpose: Acts as the initial data retrieval step.
- Function: It fetches product attributes from the Product Catalogue based on the EAN code and identifies if a product is a Key Value Item (KVI) or has an active Promotion.
- Key Tables:
- Product Catalogue: Stores basic info like name and category.
- Key Value Items: Explicitly flags high-priority items.
- Promotions: Sets individual promoted prices with time validation.
- Purpose: Analyzes the competitive landscape to inform pricing.
- Function: It filters competition data by product name and calculates critical aggregates: Minimum, Maximum, Average, and Median for both base and promotional prices.
- Aggregator: aggregateCompetition assigns node transforms raw lists into actionable statistical values.
- Purpose: Determines the specific logic used to calculate the "rough" price.
- Function: Based on product category or input flags, it selects one of eight available strategies.
- Example Strategies:
- Cost-plus: Sets price based on total cost plus a predefined margin.
- Relative positioning: Follows competitor prices, adjusting them up or down by a percentage.
- Competition Matching: Aligns the price directly with competitive offers.
- Goal/Stock/Change Oriented: Adjusts prices based on sales performance and inventory levels.
- Purpose: Ensures the calculated price does not fall below a sustainable threshold.
- Function: Specifically for KVIs, it compares the strategy-calculated price against the warehouse total cost plus a minimum markup. It outputs the higher of the two values to protect margins.
- Purpose: Performs "smart rounding" to create consumer-attractive prices.
- Function: This script-based rule finds the highest price near the target that ends in a favored digit (e.g., .99, .95) without exceeding an acceptable price reduction threshold (e.g., 10% below the rough price).
The Dynamic Pricing Main Flow links these components in the following sequence:
- Start: Receives initial product and warehouse data.
- Product Prep: Runs Get Product to define KVI and promotion status.
- Market Analysis: Runs Competition Assessment to get median market prices.
- Pricing Strategy: Runs Choose Strategy to calculate the base target price.
- Margin Check: Applies Markup Limiting to ensure the price stays above the cost floor.
- Optimization: Applies Generate Prices for psychological rounding.
- End: Outputs the final optimized price and the strategy used to reach it.
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