Why is it Hard to do Price Intelligence in Products with Many Variants?

By GrowByData Content Team

TOPICS Blog, Product Variant
Very hard to do price analysis on child or variant skus. GrowByData.

What extent do we consider a product a ‘match’ against a competitor’s product? It is one of the hardest challenges to provide price comparison. The detail needed to be observed at a product variant level depends on competitor clients in different marketplaces, type of product offerings, and direct and indirect competitors. Finding a product match without considering a variant level match in some markets may be enough. However, in most cases, the detail needed to ‘match’ is much more complex.

Variants are the options (or choices) available while purchasing a product. It comprises of generic attributes such as size, color, material, quantity/case pack or specific attributes such as Amp, Wattage, Voltage, Resistance for electrical tools, features or add-ons for software packages, ingredients for food products, etc. Sellers should explore variants affecting market pricing, and  tweak reports to achieve better insights into competitor and market behavior.

Variants typically have a dynamic relationship with product prices, i.e. product prices can differ per variant – color, size, functionality, features, components, material, pattern, etc.

Here’s an example of a product price that varies with color –

Variant Product-Black Shoe

Price of the product varies due to color

When a Competitive Pricing Intelligence (CPI) is run for a product with two variants, it is essential to accumulate the enriched set of product attributes. Variant level matching is a major challenge for exact product matching. Depending on the product type and requirement, variants may have to be matched against a single or multiple attributes such as size, color, quantity, material, etc.

In the below example, the requirement is to match a black leather shoe. The competitor sells black leather and a suede shoe. Here, we do not need to consider the size or other attributes.

Client Product

Black Leather Shoe

Competitor Variant Product

Leather Boots

Leather Boots

To ensure the right variant is matched for each SKU, GrowByData’s proprietary Competitive Pricing Intelligence (CPI) algorithm marks such cases for review. With a mix of Artificial Intelligence, Human Intelligence and quality check process, we guarantee correct product variant matching.

Thus, we generate accurate SKU level competitive pricing analysis. This is what you need to do Competitive Price Intelligence correctly.

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