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B2B Revenue Leader / 2022 Future CMO Watchlist / GTM Champion / Customer Advocate

Is Wendy’s experience with #dynamicpricing a lesson for grocers? News of Wendy’s “surge” or “dynamic pricing” received significant backlash from customers who quickly associated the strategy to skyrocketing demand-driven airline prices. Yet some of the most popular and profitable retailers use dynamic pricing - Amazon, Gas Stations, etc. What’s the difference and what do #grocers need to remember? Grocery shoppers, much like Wendy’s customers, have been conditioned for years to look for VALUE. Wendy’s has value items, value meals and value menus. Grocers have weekly ads, coupons, everyday low prices, BOGOs and more to attract and retain shoppers by offering them a greater "value". Grocers have trained shoppers that value = price. As a result, any thoughts that grocers have to move toward dynamic pricing will have to begin resetting expectations of shoppers by demonstrating the willingness to use dynamic pricing to add value and not just capitalize of higher demand or lower supply. This means a more agile pricing strategy that avoids the race to the bottom, and uses more frequent market insight, customer behavior data and pricing analytics to understand the impact of a pricing change. It will also require closing the gap between making a pricing decision and getting that price to shoppers. What do you think? Are grocers shopper ready for dynamic pricing? Are grocers?

People are more accustomed to dynamic pricing than they realize (ride sharing, flights, beach rentals...) For retailers, especially grocery retailers, price adjustments will continue to grow in popularity as more realize its effectiveness & usefulness to the bottom line.

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