Assortment analysis and pricing policy. What to pay attention to?

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It is important to understand what and on what terms your competitors sell. If it is a company providing services and selling several products, then there is nothing complicated. But if it is e-commerce, then to conduct an analysis it is necessary to study their product matrix. Usually they check:

list of trademarks;
how many and what categories of goods are represented from each brand;
categories by which competitors segment their products - for example, for a gift shop, segmentation can be used not only by brands and types of products, but also by the occasion when the gift is relevant;
the cost of the product and the justification for the price if it is higher than the average market price.
Such analysis is carried out by a marketer on the competitors’ website or with the help of a mystery shopper (perhaps competitors do not display everything correctly on the website).

And for online stores, various scripts may be relevant, south africa consumer email list allowing you to simultaneously collect information from many competitive sites. For this, trade aggregators such as Yandex.Market are used. Use ready-made scripts or scripts specially developed by programmers for the needs of the company.


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You can also make trial purchases from competitors, for example, once a month, and see what number is assigned to your order. By comparing two numbers, we get the number of orders per month. Knowing the average bill for the industry, you can assume what the approximate turnover of competitors is. But, unfortunately, some already know about such tricks and generate a unique order number each time.