--- title: Retailers to Learn from eCommerce Pricing Practices description: More and more brick-and-mortar retailers are investing in electronic shelf labeling, which will allow them to start using dynamic pricing. image: https://blog.pricebeam.com/hubfs/Images/shutterstock_206605156_S.jpg --- [Skip to content](https://blog.pricebeam.com/retailers-to-learn-from-ecommerce-pricing-practices#main-content) [![PriceBeam](https://blog.pricebeam.com/hs-fs/hubfs/lead-flow-images/PBLogoTransparent%20(1).png?width=400&height=100&name=PBLogoTransparent%20(1).png)](https://www.pricebeam.com/) - Solutions ![RGM360](https://blog.pricebeam.com/hs-fs/hubfs/RGM360_Headlines.png?width=319&height=255&name=RGM360_Headlines.png)[PriceBeam RGM360](https://www.pricebeam.com/rgm360) is an end-to-end Revenue Optimization Platform, offering unmatched value by integrating market research, internal data with AI and next-generation simulation and optimization tools. 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[Newsletter](https://www.pricebeam.com/newsletter) - [RGM Pulse Survey 2026](https://www.pricebeam.com/rgm-pulse-survey-2026) - About - [Company](https://www.pricebeam.com/about) - [News & Events](https://www.pricebeam.com/news) - [Partners](https://www.pricebeam.com/partners) - [Press](https://www.pricebeam.com/press) - [Careers](https://www.pricebeam.com/careers) - [Contact](https://www.pricebeam.com/contact) ![Search icon](https://5018647.fs1.hubspotusercontent-na1.net/hubfs/5018647/Design/Icons/Font%20Awesome/search.svg) [All posts](https://blog.pricebeam.com/all) February 16, 2017 # Retailers to Learn from eCommerce Pricing Practices ![Picture of PriceBeam](https://blog.pricebeam.com/hs-fs/hubfs/Images/PBLogoBadge240x240.png?width=50&name=PBLogoBadge240x240.png)   PriceBeam  ·  1 minute read ![shutterstock\_206605156\_S.jpg](https://blog.pricebeam.com/hs-fs/hubfs/Images/shutterstock_206605156_S.jpg?width=1024&name=shutterstock_206605156_S.jpg) Online retailers such as Amazon and eBay have long been using [dynamic pricing](http://whatis.techtarget.com/definition/dynamic-pricing) to adjust prices for supply & demand - and done so with great success. Now that more and more brick-and-mortar retailers are investing in electronic shelf labeling, it is a very real possibility that they will adopt this pricing practice to loosen up their razor-thin profit margins. Peter Fader, Marketing Professor at The Wharton School, is convinced dynamic pricing will be standard for brick-and-mortar retailers in 5 years' time, referring to how also airlines were skeptical about the idea at first: *"****It shouldn’t be creeping into retail, it should be exploding into retail. \[When introduced by airlines\], people thought that this just would be the most evil, horrible thing and the world is still spinning on its axis and everything is actually fine and when you’re sitting on the airplane next to someone who paid less than you, it doesn’t bother you anymore because there’s probably a good reason for it****"* However, dynamic pricing does tend to come with customer fury. Recall when Coca Cola installed vending machines that charged higher prices on a hot day? Or when Amazon did random A/B testing of their prices and people found out? Consumers want fairness and dynamic pricing is often perceived as unfair as with the Coca Cola example, or when your neighbor gets to buy something at a cheaper price than you.  That being said, price is just one of the differentiators retailers use and the important thing to remember is that these retailers will probably invest a vast chunk of the additional profits they gain from dynamic pricing into a better customer experience. Just look at Amazon and their continuous strive to deliver faster and more efficiently with Amazon Prime and even drone-delivery. Essentially, through dynamic pricing they made you realize that you actually didn't care that much about the price after all, when you see what they can do with that extra profit. And the same will be true for brick-and-mortar retailers. When the local supermarket starts offering free home delivery, free breakfast or in-stock guarantee, customers will start accepting the dynamic pricing model. If you liked this article, you might be interested in PriceBeam's upcoming [webinar on how to optimize your prices to different customers globally](https://info.pricebeam.com/optimizing-global-prices-webinar).  [![New Call-to-action](https://no-cache.hubspot.com/cta/default/2519095/e3c780f6-d41e-430c-bef7-668d315a0b20.png)](https://cta-redirect.hubspot.com/cta/redirect/2519095/e3c780f6-d41e-430c-bef7-668d315a0b20) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://blog.pricebeam.com/retailers-to-learn-from-ecommerce-pricing-practices) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.pricebeam.com/retailers-to-learn-from-ecommerce-pricing-practices) [twitter icon](https://twitter.com/intent/tweet?url=https://blog.pricebeam.com/retailers-to-learn-from-ecommerce-pricing-practices) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://blog.pricebeam.com/retailers-to-learn-from-ecommerce-pricing-practices) [envelope icon](mailto:?body=https://blog.pricebeam.com/retailers-to-learn-from-ecommerce-pricing-practices) ## Related posts [![](https://blog.pricebeam.com/hubfs/Stock%20images/Orange%20Optimization%20Button%20on%20Computer%20Keyboard.%20Business%20Concept.-1.jpeg)](https://blog.pricebeam.com/5-ways-to-improve-success-when-pricing-new-products) [Pricing](https://blog.pricebeam.com/topic/pricing) #### [5 Ways to Improve Success When Pricing New Products](https://blog.pricebeam.com/5-ways-to-improve-success-when-pricing-new-products) [![financeindustry.jpg](https://blog.pricebeam.com/hubfs/Images/financeindustry.jpg)](https://blog.pricebeam.com/moral-hazard-in-pricing-do-you-know-your-customers-price-sensitivity) [Pricing](https://blog.pricebeam.com/topic/pricing) #### [Moral Hazard in Pricing: Know your customer's price sensitivity?](https://blog.pricebeam.com/moral-hazard-in-pricing-do-you-know-your-customers-price-sensitivity) [![Value Controller on Black Control Console with Blue Backlight. Improvement, Regulation, Control or Management Concept.](https://blog.pricebeam.com/hubfs/Stock%20images/Value%20Controller%20on%20Black%20Control%20Console%20with%20Blue%20Backlight.%20Improvement%2c%20Regulation%2c%20Control%20or%20Management%20Concept..jpeg)](https://blog.pricebeam.com/using-price-research-to-increase-prices) [price research](https://blog.pricebeam.com/topic/price-research) #### [Using Price Research to Increase Prices](https://blog.pricebeam.com/using-price-research-to-increase-prices) **Pricing Right, Made Easy** Almost all companies struggle to price right. They use methods such as cost plus a fixed margin. They use guesses and gut feel. They peg their price to a competitor’s. They price themselves too low, leaving money on the table, or too high, forsaking sales volume. They lose out on the profits they should be earning. PriceBeam changes all that. With a methodology that is confirmed to be accurate in thousands of projects, PriceBeam provides AI-powered market insights software that generates actionable insights into consumers' willingness-to-pay, competitive price positioning, packaging and assortment dynamics, promotional benchmarking, and opportunities from new product pricing. 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