Gartner Blog Network


Trick or Treat for Retailers this Holiday Season?

by Robert Hetu  |  October 31, 2014  |  3 Comments

I have been writing extensively on the issues around multichannel pricing for a few years now. As we head into this holiday season there is a clear expectation that price competition will heat up. There are some key differentiators that will separate the winners and losers. As you face these new competitive pressures that are driven by consumerization don’t lose focus on what is important. Here is how to get a treat:

The displayed price of items must be competitively composed according to the retailer’s brand proposition and offered consistently across all channels.

  1. Implement a well-articulated pricing strategy
  2. Effectively execute the customer basics:
    a. Price – The price of items is consistent across channels
    b. In stock -The product being sought is in stock
    c. Check-out – The checkout process is fast, convenient and secure
    d. Easy to return – Regardless of the method of delivery/pick-up the product can be easily returned
    e. Easy to find – The assortment is organized, tailored and well represented across channels and can be ordered seamlessly if not available
    f. Product information and reviews – Good product information is available across channels with reviews if applicable
    g. Convenient delivery fulfillment – The product can be delivered/fulfilled in a way that is most convenient
    h. Good product selection and suggestions – The product selection is broad with accessories and/or alternative suggestions offered
    i. Assistance available – When I require help, informed staff are available to assist me regardless of channel

Customers will give you a trick by shopping your competition if you don’t deliver on the basics.

Additional Resources

View Free, Relevant Gartner Research

Gartner's research helps you cut through the complexity and deliver the knowledge you need to make the right decisions quickly, and with confidence.

Read Free Gartner Research

Category: ecommerce  merchandising-process  pricing-policy  retail-trends  

Tags: amazon  assortment  competition  consumers  customer-analytics  customer-centricity  ecommerce  merchandising  multichannel  omni-channel  planning  price-transparency  pricing  retail  satisfaction  showrooming  stores  trends  

Robert Hetu
VP, Analyst Retail
7 years at Gartner
29 years IT Industry

Bob Hetu is a Research Director with the Gartner Retail Industry Services team. His responsibilities involve tracking the technology markets and trends impacting the broad-based retail merchandising and planning areas. Mr. Hetu is an expert in the areas of brand, vendor and assortment management, merchandise planning, allocation, and replenishment. Read Full Bio


Thoughts on Trick or Treat for Retailers this Holiday Season?


  1. […] I have been writing extensively on the issues around multichannel pricing for a few years now. As we head into this holiday season there is a clear expectation that price competition will heat up.  […]



Leave a Reply

Your email address will not be published. Required fields are marked *

Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.