Gestion des prix et Adaptation Client

Adaptation des prix et Yield Management

• Companies rarely set one price for all customers, for long-term use. Prices are adapted to customers, distribution channels, and the time of purchase.

Adaptation des prix selon la typologie du client

• Businesses use their databases to classify customers into different types.
• Different price levels are offered according to the customer's value, age, past purchases, potential, and their customer segment.
• The goal is to personalize the relationship and optimize it (rewarding loyalty, focusing on high-value clients).
• Example: Orange offers different mobile, internet, and landline subscription prices for professional and individual clients.

Adaptation des prix selon le canal de distribution

• Omnichannel strategies use multiple distribution channels (physical stores, online, click and collect, etc.)
• Pricing needs to be consistent across channels to avoid customer confusion.
• Services such as home delivery often have threshold to make them profitable.

Cas particulier des services : Yield Management

• Services are not storable, so unsold services are lost. Companies need to sell all available services to maximize profitability.
• Businesses adjust pricing and availability in real-time via Yield Management.
• Yield Management aims to increase the profit from services.
• Price adjustment is made based on:
• Demand: When demand is stable, the company sets regular prices. When demand is low, lower prices are used.
• Time of Purchase: Advance purchase often leads to lower prices, while last-minute purchases can indicate higher prices.

Le segment de clientèle

• Company pricing adjusts based on customer segments (students, seniors, families, professionals, etc.).
• Example: Hertz offers different prices based on customer type (individuals, young people, professionals, company employees).