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A new way of implementing prices - a dynamic pricing strategy in e-commerce
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.3 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Dynamic Pricing is an emerging subject that has been deeply explored during the Covid19
pandemic. The project Dynamic Pricing Model in E-commerce consists in designing a
challenging model to apply to the Navigator Hub (digital platform), as prices are still manually
adjusted. “Does customer data analytics from the online channel suggest there is room for
customer differentiation in real time?” is, therefore, the key research question. The main focus
was on one possible variable for the model, a cluster analysis using IBM SPSS. Four segments,
exhibiting different customers’ patterns, arise from there, thus, confirming there is margin to
adjust price.
Descrição
Palavras-chave
E-commerce Digital Strategy Revenue Business to business Online Cluster Client