Two Constants for Retailers’ Pricing Strategies

Fooling customers is rarely a business model that leads to sustained success, particularly in today's era of price transparency online. It's far better to believe in this first constant and recognize that price is always a factor.

The second pricing constant is more uplifting. In every market, there are segments that will reward a different offer with a premium price. Most businesses aspire to be in this environment. The basis of differentiation can vary widely from product to product and market to market, but there's always one there if you look hard enough.