Price and price promotion are core tools of Category Management and Shopper Marketing.

Pricing Strategy asks and solves:

  • How important is price for our category to shoppers in each channel?
  • How do shoppers guage value in our category?
  • What are the price ceilings and floors, and optimal price points?
  • How should we price ourselves relative to competitors?

Price Promotion asks and solves:

  • Is price promotion worthwhile – what is the likely ROI?
  • What should price promotion frequency and depth be based on shopper insights and behaviour in the category?


At ShopAbility, our end-to-end approach to Pricing Strategy and Price Promotion covers:

  1. Insights: Shopper Research (shopper behaviour in the Category), analytics, reviews
  2. Strategy: by category and by channel
  3. Activation: trial, rollout, pictures of success, measurement & evaluation (e.g. promotional spend ROI)
  4. Capability: pricing strategy & price promotions standards and scorecards, Training for Category, Marketing, Sales & Field teams

You can return to our Category Management and Shopper Marketing pages here.

Or read further about the other elements of RSVP3: