In my first article in this series, “The end of MAP monitoring as we know it,” I referred to personalization as one of the biggest reasons why we need to rethink the current way we approach Minimum Advertised Price (MAP) monitoring. In this blog, I’d like to explore the value of personalization and its likely impact on brands that already have MAP monitoring policies in place.
So what is personalization?
The dictionary defines “personalization” as the “creation of custom / tailored prices or services that meet the individual customer’s particular needs or preferences.”
While personalization has been part of the retail industry for a long time, it’s generating a lot more buzz now given the increasing depth and breadth of retail data. In addition, cost effective automated tools now make it much easier to process and act on this data. This technology will likely impact the way pricing offers are made to consumers and in turn, the way MAP policies are monitored.
Retailers and brands alike are investing in an assortment of personalization tools that help them better connect and engage with their loyal customer community and deliver more personalized customer experiences across all touch points. Retail analyst Kevin Sterneckert, a former vice president of research for Gartner, dives into the details of personalized pricing in Chapter 6 of our eBook, “Pricing Intelligence 2.0: The Essential Guide to Price Intelligence and Dynamic Pricing.”
From the brand’s perspective, personalized customer offers are having a significant impact on the way they monitor for MAP violations. Some of the most critical questions now facing brands include:
- Is the “hidden price” presented to a consumer on log-in violating the MAP policy?
- Are products that are being offered to segmented clusters below MAP prices? For example, is the price offered to customers in a particular ZIP Code in violation of MAP?
- Do we need to change the definition of “advertised” in our Minimum Advertised Price policy?
- Are there tools / applications out there that can do this for us?
Learn more about how Ugam is helping leading brands address their MAP monitoring challenges – and how we can help you achieve your pricing and assortment goals.
Camilla is a Solution manager at Ugam and is part of its retail analytics team. She oversees the Brand Intelligence solution and is responsible for helping brands use data to inform actionable decisions around pricing, assortment and content. On the personal front, Camilla enjoys singing and would love to be part of a band.