Today’s fast-changing retail landscape is, depending whom you ask, frightening or thrilling, full of menace or ripe with opportunity. Competition has proliferated from the big box store down the street to eTail giants, specialty retailers and discounters not just locally but in countries halfway around the globe. Shoppers surf prices across all items and all channels, 24/7, and demand total convenience in fulfillment, shipping, and returns. Traditional retail bedrock assumptions are thrown out the window — with one notable exception: price is still king. In a recent Revionics-commissioned global shopper study conducted by Forrester Consulting, that came through loud and clear, with price being cited as the #1 factor when consumers are deciding where to shop, across every retail sector.i With shoppers in complete control, retailers that fail to innovate in pricing and promotions are at risk of losing relevance — forever. Evidence shows that to succeed, retailers must completely rethink their approach to pricing. Instead of focusing on knee-jerk price-matching for each SKU, they need to understand what prices and offers are relevant on which items to which of their shoppers, and in which channels.