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Pricing vs. Perception in German Retail
Episode 7:
In Germany, the price on the label is not just a number.
It's a message to the entire system: to the buyer, to the category, to the private label range sitting next to you.
In this episode, Jan Wapelhorst breaks down how the German price ladder works, why perception beats price every time, how the promotional margin trap catches even experienced brands, and why price increase negotiations in Germany can turn into public warfare. If your pricing strategy was built from your factory forwards instead of the shelf backwards, this episode will change how you think.
Topics covered: price ladder, price perception, promotional economics, WKZ calculation, shrinkflation, price increase dynamics, Mars vs. retailers, Kellogg's vs. EDEKA.
Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail.
Website: wfr-advisory.com
Email: [email protected]
View all episodes
By Jan Lars Wapelhorst - WFR AdvisoryEpisode 7:
In Germany, the price on the label is not just a number.
It's a message to the entire system: to the buyer, to the category, to the private label range sitting next to you.
In this episode, Jan Wapelhorst breaks down how the German price ladder works, why perception beats price every time, how the promotional margin trap catches even experienced brands, and why price increase negotiations in Germany can turn into public warfare. If your pricing strategy was built from your factory forwards instead of the shelf backwards, this episode will change how you think.
Topics covered: price ladder, price perception, promotional economics, WKZ calculation, shrinkflation, price increase dynamics, Mars vs. retailers, Kellogg's vs. EDEKA.
Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail.
Website: wfr-advisory.com
Email: [email protected]