Gestion des prix et Adaptation Client

Study Notes

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

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.

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.

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.

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).

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