Price Points Live 2024

From Insight To Action

Amsterdam, a renowned hub of innovation and global business, recently hosted the latest edition of Price Points Live.

This full-day event, held on the 7th of March, illuminated the ever-evolving world of eCommerce with a focus on transparency.

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Price Points Live 2024

We were thrilled to welcome attendees for an enlightening journey into the heart of eCommerce with our recurring Price Points Live event, dedicated to illuminate the often murky world of retail eCommerce. Held within the architectural wonder that is Capital C, formerly known as the Diamond Exchange, attendees found themselves under a breathtaking transparent glass dome - a fitting symbol for the topic of transparency.

Guided by the effervescent Suyin Aerts, this year's gathering elevated the conversation with keynote presentations and an engaging and interactive Q&A panel to inspire action and catalyze industry growth.


Missed the event

We have great news for those eager to revisit the rich discussions and breakthrough insights. In the coming weeks, the full version of the event, all questions and answers from individual sessions, and the panel discussions will be made available, providing an invaluable resource for anyone looking to deepen their understanding of eCommerce trends and strategies.

Stay tuned for the release of this comprehensive coverage, which promises to be an essential tool for industry professionals seeking to navigate the complexities of the eCommerce landscape. Further details, including how to access the content, will be shared soon.

 

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Price Points Live 2024 Speakers

Natalie
Berg

Retail Analyst | Author | Podcast Host

Natalie is a dynamic voice in the evolving world of global retail, offering a unique perspective on the blend of brick-and-mortar with digital shopping experiences. Fuelled by her passion, she digs deep into how businesses can elevate their customer journeys. She's the proud co-author of two groundbreaking books on the subject, including the notable Amazon: How the World's Most Relentless Retailer Will Continue to Revolutionize Commerce. As the host of the Retail Disrupted podcast, Natalie sparks conversations that matter, setting the stage as a go-to keynote speaker in retail-focused conferences. You may have seen her on platforms like the BBC, Bloomberg, and Sky News, or read her insightful columns in Retail Week and Forbes. Beyond the spotlight, she's an invaluable member of the KPMG/RetailNext Retail Think Tank, analyzing and dissecting the pulse of UK's retail landscape.
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Dr. Doug
Mattheus

Business Consultant | Adjunct University Marketing Professor | Executive Education Facilitator

Dr. Doug Mattheus is an accomplished business executive, consultant, facilitator, and Adjunct Marketing Professor at the Nelson Mandela University in South Africa. With over 35 years of experience in a range of industries, and an International Member of The Marketing Society UK, Institute of Directors UK and The Reinvention Academy, he has a wealth of knowledge and expertise. He is adept at consulting on all aspects of Marketing, including Brand, Sponsorship, CSI, Product, and Retail, and harbors a special interest in Challenger Brands - those companies and brands that are ready to challenge the status quo and bring innovative benefits to consumers.
His professional acumen is further enhanced by a Doctorate in Business from the University of Phoenix, USA, showcasing his deep commitment and understanding of the business world.
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Cor
Verhoeven

Group Product Manager at bol.

Cor Verhoeven is a Group Product Manager at one of Europe's largest marketplaces, bol., specialising in pricing and assortment insights. Cor studied at both Fontys University of Applied Sciences and Radboud University, completing his Masters in Business Administration and Strategy. Cor is bringing his entrepreneurial spirit and his 10+ years of e-commerce, product management and marketplace experience to Price Points Live.
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Sander
Roose

Founder & CEO

Sander Roose, Founder and CEO of Omnia Retail, is a seasoned retail expert and entrepreneur with a wealth of experience in retail and e-commerce. He holds a MSc degree in Industrial Engineering & Management Science from the Eindhoven University of Technology, where he graduated cum laude. After starting his career at Procter&Gamble, Sander has become an entrepreneur: Harvest (acquired by OLX, part of Naspers), Commerce Squared (e-com strategy consultant), and now Omnia Retail.
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Prof. Hermann
Simon

Founder & Honorary Chairman Simon-Kucher

Prof. Hermann Simon, founder and Honorary Chairman of Simon-Kucher; Partners, is a globally recognized pricing and growth consultancy expert and author of over 40 books, including bestsellers on hidden champions—a term he introduced in 1990. His recent works include "Hidden Champions in the Chinese Century" (2021) and "Beating Inflation" (2022). With a teaching career spanning prestigious institutions like Harvard, Stanford, and MIT from 1979 to 1995, Simon has received multiple honorary doctorates and professorships. He's also celebrated in the Thinkers50 Hall of Fame and has significantly impacted the business and academic world, including founding a business school in China and initiating Germany's first SPAC and search fund.
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Gerrie
Smits

Author | Facilitator | Speaker

Gerrie has 25 years of experience in industries that got disrupted by the internet, which makes him a hands-on expert in dealing with the impact of 'digital'. Through his talks and workshops he's inspired and helped a variety of clients, ranging from FMCG corporates to AI start-ups, from government agencies to the World Chambers Congress.

In times of hyper-fast tech developments, digital transformation and permachange, there is one solid, constant element: the customers. Also known as: people. And it’s the companies that truly understand their customers that will outlive any tech hype or (terrible word alert) disruption. The key thing to being successful in these challenging times is putting the customer central. But customer centricity is not defining a socio-demographic target audience but truly understanding the needs of the people you work for.
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Question & Answers

We're excited to share that a Q&A session from Price Points Live will be available soon. This will include questions from the audience and answers from our experts. It's a great chance to get more insights and answers on eCommerce topics you care about. Keep an eye out for it!

You shared that Omnia has been doing dynamic pricing implementions for over 12 years. How has dynamic pricing changed over those years?

"In the early years, there was only a need in the most mature categories; now, dynamic pricing is necessary in almost all categories. We also served only retailers in the past; now, brands are also using dynamic pricing to make sure they move in line with the market and prevent insult pricing. Then with regards to dynamic pricing approaches, now that the ability to run complex pricing strategies has become more mainstream, there is a need to reduce the complexity and keep control". Sander Roose 

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And how about the international dimension, do you see major difference between countries?

Yes there are definitely differences between countries. For example, within Europe, very broadly speaking, there is a divide between Northern and Southern Europe where the North is further ahead on digital and e-commerce, and you also notice this in dynamic pricing maturity.

But as said, there are differences between categories, so at Omnia, we tend to look at it in category-country combinations: dynamic pricing in electronics started to take off 12 years ago in the Netherlands, while this was only a couple of years ago in Greece. Sander Roose

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Natalie talked about the many touchpoints in the purchase journey. How do your customers approach pricing in that omnichannel world that includes physical stores?

"You first need to decide on whether our not to have uniform prices across online and offline. Our software can facilitate both, of course, but I do believe consumers expect uniform prices across all touchpoints of a retailer or brands selling D2C. Then, changing prices in physical stores becomes an operation question.

One way to do this is to use electronic shelf labels (ESLs). That’s a big upfront investment but saves on manual work and gives you the same flexibility as changing prices online. Nowadays, there are also possibilities for leasing electronic shelf labels. But many of our omnichannel customers don’t have ESLs.

Then, there are still possibilities. E.g. always recalculating optimal price points across your full assortment frequently but only sending the most impactful price changes to physical stores. Or simply allowing online prices to change more frequently and allow shopper to buy at the online price point if they raise it. Or don’t print price tags and make it easy for shopper to quickly look up the price of the particular product online (e.g. QR code or similar approach)". Sander Roose

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Cor talked about pricing of sellers on the Bol marketplace. Do your customers also struggle with pricing on marketplaces, next to the pricing in their own stores?

"Yes, with the marketplaces becoming more important, this is an emerging use case in our customer base. The interesting case here is that, typically, channel management software is used to advertise products on marketplaces, as Bol.com, at max, gives the users data about the price points on the marketplace itself.

That can mean that you think you are priced competitively on Bol.com, but there could be a much cheaper offer on, e.g. amazon.nl, leading you to have hardly any sales.

However, Omnia can deliver pricing data for the full market, which enables you to also make smarter decisions regarding pricing on Bol. And it will also make Cor happier as it prevents insulting pricing". Sander Roose  

 

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