Everyday low prices
Everyday low prices (EDLP) is a pricing strategy that involves setting and maintaining a low price point for products over a long period of time. EDLP is designed to create customer loyalty and attract customers by providing a stable, predictable price on a wide range of products.
The key benefits of EDLP are:
- EDLP helps to create customer loyalty by providing a stable, predictable price on a wide range of products. Customers can trust that prices will be the same no matter when they come in to buy.
- EDLP also helps to attract customers by providing a consistent, low price. Customers know that they can get the same products at a lower price without having to wait for a sale or promotional event.
- EDLP also helps to increase sales by providing a large range of products at a low price. Customers can find a variety of products within their budget and purchase a larger quantity or variety of products than they would if the prices were higher.
Example of Everyday low prices
Everyday low prices can be seen in many retail stores, from large chain stores to local stores. For example, Walmart is known for their EDLP strategy, as they consistently offer low prices on a variety of products. Other retailers like Target, Aldi, and Costco have also adopted EDLP strategies, offering low prices on a wide range of items. Additionally, many restaurants have begun to offer EDLP menus for lunch or dinner, with set prices for certain meals.
In conclusion, Everyday low prices can be found in a variety of retail stores and restaurants, from large chain stores to local stores. Many stores and restaurants have adopted EDLP strategies, offering low prices on a wide range of items.
When to use Everyday low prices
EDLP is most effective when used in industries where customers are price sensitive, such as grocery stores and discount retailers. EDLP is also effective in markets where there is a high level of competition and customers are looking for the best deal. EDLP is not as effective in markets where customers are willing to pay a premium for quality and brand name products.
Using EDLP in a retail environment requires careful planning and management. EDLP requires that prices remain the same over a long period of time, which requires a steady supply of inventory. In addition, EDLP requires a large selection of products to remain competitive. EDLP also requires that prices remain low even when costs increase, which can be difficult to manage.
Types of Everyday low prices
There are three primary types of EDLP: Average Price, Price Matching, and Price-Only EDLP.
- Average Price EDLP sets a low, average price on a range of products over a long period of time. This type of EDLP helps to ensure that customers can purchase a consistent, low price on a wide range of products.
- Price Matching EDLP sets a low price on a range of products and then matches the lowest price from competitors on a regular basis. This type of EDLP helps to ensure that customers can purchase the same products at a lower price than competitors.
- Price-Only EDLP sets a low price on a range of products and then does not match competitors’ prices. This type of EDLP helps to ensure that customers can purchase the same products at a lower price than competitors, but without having to worry about competitors’ prices changing.
Advantages of Everyday low prices
The main advantages of EDLP are:
- EDLP helps to increase the frequency of customer visits. Customers who benefit from EDLP will come back more often because they know that the prices will stay consistent.
- EDLP helps to build customer loyalty. Customers who trust that the prices will remain low are more likely to shop at the same store and become loyal customers.
- EDLP also helps to reduce the cost of sale promotions. Since the prices are already low, retailers don't have to spend money on sales and promotions to attract customers.
Limitations of Everyday low prices
- EDLP can lead to decreased profits due to the lower prices, which means that companies must make up for the lower prices by increasing sales volume or by reducing costs.
- EDLP can also lead to customers becoming too accustomed to the low prices, and expecting prices to remain low. If prices are raised, customers may be reluctant to shop with the business again.
- EDLP can also lead to a decrease in customer loyalty, as customers may be attracted to other stores with lower prices.
- Price Skimming: Price skimming is a pricing strategy that involves setting a high initial price for a product, then gradually lowering the price over time as demand for the product decreases. This strategy is designed to maximize profits by charging a premium for the product in the early stages of its life cycle.
- Penetration Pricing: Penetration pricing is a pricing strategy that involves setting a low initial price for a product to attract customers and gain market share. The price is then gradually increased over time as demand for the product grows. This strategy is designed to maximize profits by gaining a larger customer base and increasing the price as demand increases.
In conclusion, there are several other pricing strategies related to Everyday low prices, such as price skimming and penetration pricing. Each of these strategies is designed to maximize profits by either charging a premium for the product in its early stages or gaining a larger customer base and increasing the price as demand increases.
|Everyday low prices — recommended articles
|Private label products — Competitive Pricing — Price war — Product line pricing — Customary pricing — Captive pricing — Pricing strategy — Price discrimination — Preventive pricing strategy
- Özer, Ö., & Zheng, Y. (2016). Markdown or everyday low price? The role of behavioral motives. Management Science, 62(2), 326-346.
- Lal, R., & Rao, R. (1997). Supermarket competition: The case of every day low pricing. Marketing science, 16(1), 60-80.