4.5% uplift in gross profit after using Competera’s demand-based engine
Omnichannel electronics giant sees 4% growth in key business indicators from price recommendations powered by Neural Networks.
Our client is one of the most successful omnichannel electronics retailers in Asia and Eastern Europe. With a versatile range of products, the retailer sought to optimize its pricing process, and as a result, to increase the margin using the portfolio pricing strategy. After implementing Competera’s bespoke deep learning algorithms for price recommendations, the client was able to achieve several key business objectives, including a cumulative 4.5% uplift in gross profit.
uplift in gross profit after 8 weeks
increase in total revenue of the test category
applied price recommendations during PoC
Since our client belongs to the major market players, the assortment of any of its categories can be described as a variety of brands of any model, color, or shape. Motivated to streamline the pricing process, the pricing team required a solution that could assist in solving a number of challenges.
Price changes for analogues of direct competitors affect sales more than changes in own prices
Different reactions of demand to price changes of different products
Sales movements within the portfolio from more profitable to less profitable products
The need for frequent repricing of large quantities of SKUs
To meet these challenges, our pricing architecture team suggested using a demand-driven pricing engine powered by Neural networks. It can consider price elasticity of demand, cross-elasticity, competitive environment, and other crucial factors to recommend optimal prices. Category historical data for 2.5 years (sales, stock, geography, margin, motivation, promo, etc.) was taken as a basis for calculation and design of ML algorithms.
The PoC Design
The project’s success was determined by the growth of the target metric – the gross margin. Using algorithmic pricing from Competera, the client expected to see the metric grow by 5% or more.
Revenue retention was chosen as the metric to protect. In addition, the algorithms had to automatically accept and take into account the client’s existing pricing rules, recommending changes only to shelf prices. The decision to conduct promo remained on the client’s side as well as the list of potential promo models.
For the Proof of concept launch, we chose a method of comparing the test and the control groups across two different regions with similar sales history and customer behavior.
Full deployment of the platform to recommend optimal prices goes through a multi-stage process.
Setting project goals
Integrate, set up and check continuous data flow
Training of ML models
Using price recommendations for one test category
Process debugging and model improvement
The fine tuning (key learnings)
- ML algorithms can automatically round prices to get a number that could be put on the price tag. However, it can lead to a significant impact on products with low price elasticity.
- Some goods are systematically returned by customers. For instance, due to promos like Ignoring this fact leads to inaccurate forecasts and, as a result, dropped target metric.
While finding optimal price points across the range, our algorithms most often make two sorts of decisions. The first situation is when a product’s demand is elastic to its price. It reacts well to price decreases and badly to price increases. This situation is quite typical for the economy price segment. Typically, algorithms recommend decreasing prices after facing such behavior. You can see the reaction on the charts below.
Note: Each chart displays the historical data of one particular SKU and contains three metrics. They are the total revenue from sold products per day, a shelf price set by the customer team, and a price recommended by Competera. If the shelf price index correlates with the price recommendation index, it means that the pricing team accepted the suggested price.
Let's consider the second frequent type of situation when the product reacts well to a price increase. In such a case, it's logical that an algorithm would recommend setting a higher price. We will observe an increase in profit without a fall in revenue. For example, we can see it on these charts.
Of course, these are just a few options for situations taken for specific products. If you look at the picture more globally, our work with each SKU separately and in relation to each other, as the true portfolio pricing approach assumes, showed cumulative growth in general. Thus, the growth of the two targets was 4.4% in revenue and 4.5% in gross margin. Thanks to effective cooperation with the client, all the project goals were achieved. The company has moved to the next stage of its pricing journey.
«Today, portfolio optimization and artificial intelligence are still fighting for retailers' trust. However, proper teamwork and trust in each other lead to incredible results, as this case shows. I think that close collaboration between the teams is a major part of the success of implementing innovations in modern retailing».
Competera Pricing Platform helps retailers to craft optimal offers
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