What:  A co-ed article on dynamic geo retail pricing.

Why is it important: Even though this article is simply reminding the interest of such an approach to pricing, this is a topic we believe at IADS is key and could be providing strong benefits in terms of margin coherence for its members having at the same time flagship in Tier 1 cities and regions.

The example of the Covid-19 pandemic showed that, in a moment when consumer behavior is fragmenting per region or zone, the ability to adjust prices in real-time according to the region is becoming key. Revionics SVP is showing the example of retailers able to react according to the local data they collect and adjust in real-time prices, promotions, and marketing to customers. This is already a strategy enforced by e-commerce players: they are able to adjust the price according to the location you are connecting from. This should be therefore an incentive for retailers to follow the same strategy and be able to be dynamically responsive.

Zone Pricing Takes on a Bigger Role During the Pandemic