Au Japon, les consommateurs se familiariseront progressivement avec le prix dynamique dans le commerce de détail à commencer chez les enseignes de distribution des produits électroménagers grand public.
Ainsi, NOJIMA (4.59 milliards EUR de CA, 162.5 millions EUR de résultats opérationnels, effectifs 5609 employés, 182 points de vente) et BIC CAMERA (7.45 milliards EUR de CA, 210 millions EUR de résultats opérationnels, effectifs 8819 employés, 50 points de vente) ont annoncé généraliser, à l’horizon 2020, un nouveau système d’affichage dynamique des prix qui seront révisés automatiquement et en temps réel en fonction de plusieurs paramètres, entre autres l’évolution des demandes , des périodes d’activité et de la concurrence.
Un système de princing inspiré des compagnies aériennes.
Le pricing dynamique connu sous le nom de « yield management » qui a pour but d’optimiser le remplissage d’un appareil ou d’un hôtel en fonction de l’offre et de la demande, a longtemps été une pratique réservée aux compagnies aériennes ou aux établissements hôteliers.
En effet, cette méthode a été une source d’inspiration pour les commerçants qui sont seuls à prendre le risque de se retrouver avec des stocks d’invendus. Chez NOJIMA et BIC CAMERA, les étalages seront équipés d’affichettes digitales des prix sur lesquelles ceux-ci seront actualisés régulièrement. Les géants du e-commerce comme AMAZON.com le pratiquent déjà.
La capacité d’analyse des données sera la clé du succès.
Le pricing et toute la stratégie marketing des prix seront à terme centralisés. Par conséquent, chez NOJIMA l’analyse des données relatives à la vente sera faite au siège social du groupe qui actualisera régulièrement les prix des affichettes digitales de quelques 10 000 produits les plus vendus dans ses 182 magasins. Le groupe analysera entre autres les produits les plus demandés, l’état des stocks, les prix des enseignes concurrents aussi bien « physiques » que ceux des commerces en lignes avant de mettre à jour les siens.
Par ailleurs, BIC CAMERA, en plus des prix, affichera l’évaluation client sur une échelle de cinq niveaux de satisfaction pour un produit donné disponible sur le web. Ainsi, un client indécis pourra consulter l’évaluation d’un produit faite par son utilisateur en y approchant son smartphone par exemple.
La capacité d’analyse des données sera la clé du succès car l’enjeux est la réactivité des enseignes face à la fluctuation des différents paramètres dont dépend la performance de vente. La hantise pour les distributeurs est le ralentissement de la vente et l’augmentation des stocks qui risquent de provoquer de lourdes conséquences dans les résultats de vente. Le prix doit suivre le comportement des clients au plus près et de s’ajuster en fonction de l’écoulement des marchandises. Néanmoins, celles-ci sont également tributaires des données météorologiques. Certains produits comme l’air-conditionné cesse de se vendre lorsque la température baisse. Alors, le distributeur doit pouvoir augmenter les prix sans provoquer la fuite des clients.
En somme, un exercice d’équilibrisme subtil dont les commerçants rêve de pouvoir maîtriser. Une nouvelle opportunité de croissance pour les entreprises en panne d’innovation. C’est le cas du groupe TEIJIN (matériau et pharmaceutique) qui propose une solution numérique capable de baisser les prix des produits lorsqu’ils approchent la date limite de consommation (DLC). Les chaine de pharmacies et de kombinis (supérettes de proximité ouverte 24h/24h) l’ont adopté dès février.
Quel sera le juste prix ?
Le pricing dynamique appliqué dans le commerce n’a pas que des avantages. En effet, s’il facilite le lancement des campagnes de promotion sur des produits en fin de série par exemple, il sera plus difficile pour les consommateurs de dénicher des bons plans sur des objets à la mode récupérés par les réseaux sociaux. Enfin, pour un même produit donné, son prix pourra varier selon l’heure d’achat ce qui pourra lancer le débat sur ce que serait le juste prix, pendant que les consommateurs scruteront davantage les moments propices d’achat.
Ce qui est sûr c’est qu’avec le pricing dynamique, la politique de rabais pour attirer plus de clientèle ne marchera plus dans le secteur de la distribution. En fait, les enseignes doivent aussi mettre en avant l’attrait des produits mais aussi l’expérience client tout en étant rentable. Ainsi, l’avantage concurrentiel sera acquis à quiconque développera un système efficace, maîtrisera la technologie et exploitera les données de façon pertinentes à son profit.
Pour un même produit donné, son prix pourra varier selon l’heure d’achat ce qui pourra lancer le débat sur ce que serait le juste prix
Aux Etats-Unis le pricing nouvelle génération augmenterait la rentabilité des enseignes de 3 à 7 % selon une étude. Les entreprises pourront non seulement gangner des opportunités de vente mais aussi optimiser leurs stocks de marchandises et réduire les pertes.
Reste à voir si sur le plan macroéconomique cela aura des incidences sur la variation des prix en général.
NIKKEI 21/10/2019 (Source ノジマやビック、俊二に価格変更 需要反映し上げ下げ）
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