bonprix Strategically Steers Pricing During Pandemic
Customer Company Size
Large Corporate
Region
- Europe
Country
- Germany
- Austria
- France
- Italy
- Netherlands
- Switzerland
Product
- Blue Yonder’s lifecycle pricing capabilities
Tech Stack
- AI/ML
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Cost Savings
Technology Category
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Replenishment
Services
- Data Science Services
About The Customer
bonprix is an international fashion retailer that operates an online shop with five house brands in 30 countries. The company has been using Blue Yonder’s pricing capabilities as a purely market-driven pricing tool since 2014. This strategy has positioned bonprix as a price and quality leader, allowing the company to focus on bringing value to consumers while maintaining a well-balanced supply. However, the COVID-19 pandemic heavily disrupted the supply chain, leading to both overstocking and understocking of products due to delayed and canceled orders.
The Challenge
International fashion retailer bonprix, which operates an online shop with five house brands in 30 countries, was forced to reevaluate their pricing strategy due to the COVID-19 pandemic. Since 2014, bonprix has employed Blue Yonder’s pricing capabilities as a purely market-driven pricing tool. However, the sudden and drastic shift in the marketplace due to the pandemic required them to take more factors into account regarding individual stock and demand. The supply chain was heavily disrupted, and the supply of goods was no longer guaranteed. As a result, bonprix faced both overstocking and understocking of products due to delayed and canceled orders.
The Solution
bonprix leveraged Blue Yonder’s lifecycle pricing capabilities to manage the increasing timescales and avoid immediate sell-off of high-demand goods, as well as overstocking low-demand goods. The solution allowed bonprix to quickly and effortlessly react to market and stock shifts while maintaining strategic business goals. The pricing solutions are fully automated, running daily price analysis that freed the staff to deal with other challenges arising during the pandemic. After a successful implementation in Germany, bonprix decided to roll out the lifecycle pricing strategy in other European markets, including Italy, Austria, France, Netherlands, and Switzerland.
Operational Impact
Quantitative Benefit
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