Pricing troubles by merchants

At RetailCustomerExperience.com Dale Furtwenger, the author of the book ‘Pricing for Profit’ analyses the pricing strategies of retailers. He underlines the importance of being consistent and value-centred but writes negatively of pricing with a competitive approach and the advantages created by discounts, coupons and loyalty programmes. He is convinced that even during recession time distinctive basic values have to be communicated to consumers.