Today shoppers can quickly switch not only between shops and prices, but also between analog items from different manufacturers by a small flick of the wrist. That’s why simple price tricks, e.g. psychological pricing as in this $9.99 that all of us are used to seeing, can be a good support for a full stack pricing strategy.
Being used by itself, however, it can destroy one’s reputation in a minute. Just imagine yourself deploying psychological pricing for all your stock, investing in marketing, and then setting your product price 1.5X more expensive than the same item at the “next door” tab of a customer’s browser.