One way to survive online price wars is to avoid them
altogether. Covert pricing skirts the online dust-up by
surreptitiously offering short-lived promotional prices
to micro-segments of customers. To ensure wins are not
one-time events, the promotional prices change
constantly—as do the targeted customers.
Holding your cards close is not only smart when playing
poker but also when developing Internet pricing
strategies. As more people scour price-friendly sites
such as Expedia, Orbitz and LendingTree to get the best
deals for the money, more companies are getting caught
in costly Internet price wars—reducing prices to
unsustainable levels. A new Internet pricing strategy
can help you avoid such wars while increasing market
share—in some cases by as much as 75 percent.
