Bonprix 是一家成立于 1986 年的欧洲电子商务公司，专注于为女性、男性和儿童提供平价时尚服装，以及家居用品。它在 16 个不同的欧洲国家和地区经营在线商店。
成功案例
bonprix
定价与促销
AI 定价提升零售商 bonprix 的收入和利润
公司案例
业务挑战
Since 2014, international fashion retailer bonprix has employed Blue Yonder’s pricing capabilities as a purely market-driven pricing tool, but the current COVID-19 disturbance has required them to take more factors into account regarding individual stock and demand. Because of the sudden and drastic shift in the marketplace, the online German shop with five house brands in 30 countries, was forced to re-evaluate their pricing strategy. In the past, this strategy positioned bonprix as a price and quality leader and allowed bonprix to focus on bringing value to consumers while maintaining a well-balanced supply. With COVID-19 effects taking hold, the supply chain has been heavily disrupted, and the supply of goods is no longer guaranteed. As it is unavoidable to have both an over and understocking of products, due to delayed and canceled orders, bonprix sought Blue Yonder’s expertise to manage increasing timescales and avoiding immediate sell-off of high demand goods, as wells as overstocking low-demand goods.
解决方案
Within only two weeks, an entirely new pricing strategy was rolled out in Germany to allow bonprix to steer prices in accordance to their disrupted supply chain and drastically changing consumer behaviors during the COVID-19 upheaval. By leveraging Blue Yonder’s lifecycle pricing capabilities, bonprix can quickly and effortlessly react to market and stock shifts while maintaining strategic business goals.
“Blue Yonder’s Lifecycle Pricing reacts fast to the highly volatile demand fluctuations of our clients in the current situation.”
–bonprix 商品控制/项目与系统副总裁
成效卓著
新冠疫情期间，每当各国政府采取新的防护措施，情况就会每隔几天发生变化。这些波动对顾客需求和供应链产生了前所未有的影响，整个时尚零售行业都遭受了重大冲击。但利用 Blue Yonder 的生命周期定价功能，Bonprix 实现了零售商所需的灵活性和反应性，尤其是在危机时期。能够快速应对市场、库存和订单的变化，生命周期定价通过分析数据，提出完全符合bonprix预期和业务目标的价格。
After a very successful go-live in Germany, bonprix decided to roll out the lifecycle pricing strategy in the other European markets, including Italy, Austria, France, Netherlands and Switzerland. While bonprix’s mid-term goal is to return to pricing that is fully customer-centric, the flexible switch bonprix has experienced between the pricing strategies will remain an important lesson learned and one that can be leveraged in case of similar disruptions.
此外，这些定价解决方案是完全自动化的。容易出错的手动干预可能会忽略某些因素和考虑，并且每天都需要进行劳动密集型的重新评估。Blue Yonder 的 AI/ML 定价解决方案自动进行每日价格分析，使员工能够应对当前出现的其他挑战，例如密切关注采购市场的状况。
Blue Yonder 的成果
Bonprix achieved data-driven pricing decisions based on stock and demand levels after only 2 weeks of implementation. Few of these decisions could have been successfully made with employees, given the time constraints, large data sets and continuously unfolding events.
凭借灵活的定价策略设置和完全自动化，Blue Yonder 将在实现未来成功方面继续发挥非常重要的作用。
强大的扩展能力
而不是对整个商品系列进行“价格战”和大幅折扣促销。
“Blue Yonder’s Lifecycle Pricing reacts fast to the highly volatile demand fluctuations of our clients in the current situation.”
–bonprix 商品控制/项目与系统副总裁
