Price changes are a common tool for increasing sales and revenue in e-commerce. The first part of the blackbee Insights Pricing Report takes a closer look at the retailers in the German do-it-yourself (DIY) market. This week, the focus is on the articles: Which products and brands fluctuated in price the most this summer?
Summertime Is Garden Time!
Many Germans spend more time outdoors during the sunny months of the year. It naturally follows that hedge trimmers, garden saws, robotic lawn mowers and similar items are also more in demand during this time. Most of the offers in summer can therefore be found in the garden area. There were an especially high number of price changes in the categories garden tools (23,791), outdoor power equipment (10,308) and lawn mowers (8,467).
The garden equipment manufacturer Gardena could be found particularly often among the products with the most price fluctuations. Nine different products from the company based in Ulm made it to the top ten for the most price increases and the most price reductions.
Within the four-month survey period, Gardena products underwent a total of 28,369 price changes – more than half of all price changes stemmed from the product range of the Ulm-based garden equipment manufacturer. In total, Gardena therefore combines the most price changes by far. Even if the sum of the price adjustments is based on the number of products offered by a brand, Gardena is in first place (relative frequency: 201.19; see Fig. 4). The top five brands with the most price fluctuations also include the garden equipment manufacturer Grizzly (3,162 price changes, relative frequency: 137.47) and the power tool manufacturer Bosch (2,504 price changes, relative frequency: 147.29). As the only brand that doesn’t specialize in outdoor activities, the sanitary ware brand Hansgrohe is in the top five with 2,548 price changes (relative frequency: 94.37). The toy retailer Happy People from Bremen (2,112 price changes, relative frequency: 41.41) completes the brands with the most price fluctuations.
About the blackbee Insights Pricing Report
For a precise analysis of price management in the German e-commerce market for do-it-yourself (DIY) products, the Leipzig-based software company Webdata Solutions used the business intelligence software blackbee Insights to monitor daily price increases and decreases from the beginning of May to the end of August 2019 for 900 selected DIY products available through the online shops of the three largest German home improvement chains and the search engine Google Shopping. A total of more than 1.2 million offers were evaluated. By closely monitoring price changes in the dynamic online market for DIY and home improvement products, it was possible to draw conclusions about the price strategies of the examined retailers.
This article is an excerpt from the “blackbee Insights Pricing Report: DIY E-Commerce in Germany.” We’re happy to provide you with the complete report upon request. Leave us a message!