Pricing
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Upcoming Webinar: How to Deal With International Price Differentiation
How to Display International Pricing?
How to Display International Pricing?
Stratinis
Jul 18, 2014
A recent article by Business 2 Community highlights the importance of having an accurate international pricing strategy. The most common way for companies to handle pricing products in multiple currencies, is to show all currencies on a single page or duplicate websites or stores for each currency/region.
The article uses examples of current companies and how they implement their pricing products across regions. International e-commerce giant PayPal display multiple currencies on a single page. At a glance, this method may not seem problematic to enable users to self-select their region/price and buy the product. However, requiring customers to self-select is an extra click and decision point that is completely unnecessary. Additionally, what happens if a customer in Europe attempts to buy via an American region? The product would be at a 35 percent discount, due to dollar-for-euro converted price. This unfortunately is a loss of money and may cause channel conflict with local distribution partners.
Entertainment software company, THQ adopt their pricing by different prices shown by country, customers first must select their country of origin via clicking their country flag. This interstitial page option eliminates the previously noted problem about customers seeing more than one price. However, there are no restrictions preventing customers from choosing an incorrect region and buying at a reduced price.
The big question remains as to what is the best way to portray international pricing?