As product managers, when we want to boost the sales of our product, one  of the  “levers” that we have to make this happen is the price of our  product. 

If everything works out the way that it should, if we lower the  price of our product then sales should go up. However, product managers  who work for traditional retailers are discovering that for them their  product development definition has changed and this lever is not working  the way that it should. There are a lot of reasons for this, but the  fact that their customers are starting to use more technology when they  shop is part of the issue. 

What can be done to put control of a product’s success back in the hands of product managers?