{"id":24000,"date":"2018-02-17T20:35:28","date_gmt":"2018-02-17T20:35:28","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=24000"},"modified":"2026-01-27T15:20:10","modified_gmt":"2026-01-27T20:20:10","slug":"pricing_and_competitive_analysis_in_retail","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/nl\/expertise\/pricing_and_competitive_analysis_in_retail\/","title":{"rendered":"Detailhandelsprijzen en concurrentieanalyse"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Pricing and Competitive Analysis in Retail<\/span><\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-e14217f6\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e14217f6\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7.jpg\" alt=\"SIS Internationaal Marktonderzoek &amp; Strategie\" title=\"Retail (7)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">SIS provides comprehensive retail pricing and competitive analysis and strategy to understand the pricing and brand perceptions consumers hold. &nbsp;A core purpose of our retail research projects is to understand where in the minds of consumers do competing brands stand at various price points. \u200b<\/span><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">Areas Explored\u200b<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What are the price points across various brands in the Markets Under Study?\u200b<\/li>\n\n\n\n<li>Where do brands stand compared with competing brands?\u200b<\/li>\n\n\n\n<li>What are the brand attributes themselves that should be considered in pricing?\u200b<\/li>\n\n\n\n<li>What are the psycho-demographics of customers and non-customers?\u200b<\/li>\n\n\n\n<li>What are the customer motivations, behaviors and attitudes attributed to specific demographic profiles (e.g., age, income, gender)\u200b?<\/li>\n\n\n\n<li>What is the market and psychological environment of stores (i.e., what other stores exist in close proximity that may impact purchasing decisions by customers?\u200b<\/li>\n\n\n\n<li>What are potential opportunities in brand positioning for both Markets Under Study and additional markets where their franchised brands can be found?\u200b<\/li>\n\n\n\n<li>What additional strategies are available in positioning their brands?\u200b<\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">With these and other questions explored, SIS often develops key pricing, positioning, brand-related, and competitive-recommended positions. \u00a0We help our clients to develop a robust and accurate pricing strategy for their brands. \u00a0<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\"><strong>The implications face each aspect of a typical pricing strategy:<\/strong> <\/span><\/h3>\n\n\n\n<div class=\"table-1\">\n<table>\n<tbody>\n<tr>\n<td width=\"399\"><strong>Develop <\/strong><a href=\"https:\/\/www.sisinternational.com\/nl\/hoe-u-een-concurrentieanalyse-uitvoert\/\" title=\"Concurrentieanalyse in marketing\"  data-wpil-monitor-id=\"7280\">Marketing Strategy \u200bMarketing Analysis<\/a>, Consumer Segmentation, Consumer Targeting and Brand Positioning. \u200b<\/td>\n<td width=\"399\"><em>SIS conducts psychographic segmentation of consumers, positioning of brands across a range of specific price points<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Make Marketing Mix decisions <\/strong>\u200bDefine the product, distribution, and promotional tactics \u200b<\/td>\n<td width=\"399\"><em>SIS provides insight into the brand attributes of specific brands held in the mindset of consumers, specifically within <\/em>\u200b<em>a heavily competitive environment where competing brands operate in close proximity<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Estimate the <a href=\"https:\/\/www.sisinternational.com\/nl\/oplossingen\/kwalitatieve-kwantitatieve-onderzoeksoplossingen\/pricing-and-demand-analysis\/\" title=\"Pricing and Demand Analysis\"  data-wpil-monitor-id=\"977\">Demand Curve\u200bUnderstand how quantity demanded varies with price<\/a><\/td>\n<td width=\"399\"><em>Coupling more quantitative pricing strategy with psychographic profiles of consumers, we are able to develop a demand elasticity curve across its various brands.<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Understand Environmental Factors<\/strong>\u200bEvaluate likely competitor actions, understand legal constraints, etc.\u200b<\/td>\n<td width=\"399\"><em>Photographic and diary-based capture of environmental factors such as stores in proximity and ethnographic research including profile of consumers in specific stores (e.g., gender, age, etc.)]<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Determine pricing <\/strong>\u200bUsing information collected in the above steps, select a pricing method, develop the pricing structure, and define discounts.\u200b<\/td>\n<td width=\"399\"><em>With this select information, SIS aims to create preliminary pricing recommendations for various brands under study<\/em>\u200b<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n\n\n\n<p><span style=\"font-weight: 400;\"><br>One possible framework we may use is the following:\f<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase 1 &nbsp;Secondary Research <\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">SIS conducts secondary research to uncover trends and the reasons behind certain trends. \u00a0The secondary desk research can achieve the following:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identify and quantify the size of the market<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Establish annual growth rate \/ potential for growth?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identify the market segmentation<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identify the current players\/competitors, competitor distribution model,<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Conduct a SWOT analysis of the total hardware stores market <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Demand trend and areas description-(demand model)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Supply status \u2013 retail (supply model)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Establish the net effective demand (demand supply model integration)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Demand forecasts-(based on future trends in the market)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Retail distribution model \u2013 retailers of building materials\/products.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Estimate gap or surplus<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Conduct a risk and mitigation analysis<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase II &nbsp;Qualitative Research<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Consumer Interviews can be done virtually or in-person. &nbsp;Another popular Qualitative research method is Focus Groups. &nbsp;This phase provides depth of knowledge into unmet customer needs and potential competitive threats. &nbsp;B2B experts can also be interviewed for insights into sales, distribution, expertise and forecasts. &nbsp;We collaborate with our clients during each process, and this can be an iterative process.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase III &nbsp;Quantitative Intercepts<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">SIS may develop a questionnaire in collaboration with our clients to understand the perceptions, behaviors and purchase decision-making process of consumers in the local markets. The surveys quantify consumer insights and allow the study to understand the prevalence of these insights. \u00a0\u00a0<\/span><\/p>\n\n\n\n<p><b>General Objectives<\/b><span style=\"font-weight: 400;\">\u200b<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Consumer Psychographics\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Non Consumer Psychographics\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Brand Perception-Customer Profile\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Non-brand Perception Non-Customer profile\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Consumer Brand Perceptions\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Consumer Behaviors and purchase decision making process\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Consumer preferred brand attributes relative to pricing\u200b<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong>This quantitative phase provides valuable data and measurement of: &nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Brand price points\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Differences in pricing by malls, shopping centers, and other retail locations<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Benchmark \u00a0brand prices against internal brands and competitor brands\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Differences between customer segments<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase IV &nbsp;&nbsp;Pricing &amp; Strategic Analysis<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The last phase synthesizes the data collected from Phase I &#8211; III\u200b. \u00a0The core objective of this phase is to synthesize all research completed (primary and secondary) and position intelligence within a clear metrics-based framework. \u00a0Benchmarks are a key part of SIS\u2019s intelligence gathering and analysis, as this can be further leveraged for additional analysis (e.g., in future years and\/or across other countries).\u200b \u00a0<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a href=\"https:\/\/www.sisinternational.com\/nl\/about-sis\/contact-sis-international-market-research\/\">Contact us to see how we can help your business grow.<\/a><\/h2>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>SIS biedt uitgebreide analyses en strategie\u00ebn voor winkelprijzen en concurrentie om inzicht te krijgen in de prijs- en merkpercepties van consumenten. \u00a0<\/p>","protected":false},"author":1,"featured_media":62510,"parent":14514,"menu_order":22,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-24000","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages\/24000","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/comments?post=24000"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages\/24000\/revisions"}],"predecessor-version":[{"id":80928,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages\/24000\/revisions\/80928"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/media\/62510"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/nl\/wp-json\/wp\/v2\/media?parent=24000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}