Background and Challenges
A global retailer specializing in athletic footwear and apparel, operating across North America, EMEA, and APAC, faced mounting challenges in its pricing strategy. Regional teams operated in silos, often developing their pricing approaches independently with little coordination across geographies.
This fragmentation resulted in three core issues:
- Manual Price Checking: The teams were manually tracking competitor prices on select SKUs, which provided limited visibility and was not scalable across the full assortment.
- E-Commerce Blind Spot: The brand’s pricing strategies were traditionally in-store focused, causing their online prices to fall out of sync with the digital marketplace.
- Aging Inventory: In some regions, particularly EMEA, older inventory sat unsold for over seven months, with no structured way to benchmark or adjust pricing to boost sell-through.
The Solution
To bring consistency and competitiveness across regions, the retailer adopted Wiser’s Price Intelligence, designed to provide real-time competitor pricing data across markets.
Key improvements included:
- Global Pricing Visibility: With centralized access to competitive pricing data, regional teams could align on pricing strategy, avoiding duplication and blind spots. This allowed the brand to shift from a reactive model to a more coordinated, proactive one.
- Smarter Inventory Management: Teams in EMEA leveraged the platform to benchmark pricing for aging SKUs and adjust prices to improve turnover.
- Promotional Strategy Optimization: In North America, the brand gained insight into how aggressive competitors were with promotional pricing online. This allowed them to shift from a rigid MSRP-first model to more dynamic promotional pricing, especially in e-commerce.
- Cross-Regional Knowledge Sharing: Data became a shared asset. Learnings from one region could now inform strategy in another, accelerating alignment and enabling more agile pricing decisions.
Proof of Value
The solution’s impact was initially validated through a pilot with one of the brand’s divisions. By strategically lowering the price of a single SKU, the team saw an 8,000-unit sales increase over the course of 2 weeks. This was a clear signal of the value of dynamic pricing tied to competitive data. This result helped secure internal buy-in and drove rapid expansion of the tool across global markets.
Building on early success, the retailer expanded its scope in several ways:
- Adding New Competitors: Additional local and regional competitors were onboarded across countries to enrich their pricing benchmarks.
- Driving Cross-Functional Adoption: Other departments, including marketing and sales, started using pricing intelligence to align promotions with market dynamics and competitor positioning.
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