Your Price Is the Problem—Not Your Product
Tariffs are part of the landscape, and as an industry, we need to keep moving. A “wait and see” mentality doesn’t satisfy shoppers who need it now. If your brand isn’t priced right—every day or on promotion—you risk losing your shopper, possibly forever. Shoppers don’t generally switch brands unless they have a reason. Poor pricing architecture is a strong enough reason for most to make a move.
Most Shoppers Are Already Committed— Give Them a Reason to Rethink
66% of shoppers enter a store already having a brand in mind for the categories they intend to buy. That decision wasn’t made in the parking lot—it was made long before they arrived. These shoppers are on autopilot, buying the same brand they always do.
What about the other 33%? They might walk into the store with a few brands in mind or none at all. These are the shoppers your displays, in-store flyers, endcaps, and shelf placement are designed to reach. But then they see your brand’s price—and they either select or deselect your offering. Why would they deselect? The likely culprit isn’t your flavor profiles, label design, or product attributes. Those are probably fine. But what about your price elasticity—and more importantly, the effect competitors have on your demand?
Data-Driven Pricing Is Your Sales Team’s Competitive Advantage
Not having data fidelity for pricing decisions can erode brand equity over time. And with store-branded products always on your heels, is that a risk worth taking?
It’s not all doom and gloom—but this scenario is real and needs attention if you want to win with retailers and shoppers. Having the ability to run pricing simulations that you can share with retail partners gives you power and influence. Sales teams have one job: to win at the merchant’s desk. Retailers want to see how you drive incrementality, the value of the shopper you bring to their total store, and meaningful innovation that drives incremental sales and share.
Can your salespeople sit across the desk and run “what if” scenarios in real time? Being best-in-class means they can.
To make smarter pricing decisions and win at the shelf, brands need more than instinct—they need data-driven simulations.
Line Price Optimizer empowers CPG teams to evaluate price elasticity, test promotional strategies, and model competitive impacts in real time. It’s the perfect complement to the pricing strategy insights discussed above, helping sales teams show retailers exactly how pricing drives incrementality and shopper value.
NIQ for Trade Planning
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