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Chapter 23. Integrating eBay Auctions in... > Creating a Dual-Channel Pricing Stra...

Creating a Dual-Channel Pricing Strategy

Another issue you have to deal with is how to price items that sell in both online and traditional retail channels. We'll look at pricing strategies for both commodity and unique merchandise.

Pricing Commodity Products

In the case of commodity items—those items that you sell in quantity, day in and day out—you probably want to consider equivalent pricing. That is, you set the same price for both channels. In the case of your eBay auctions, that means setting either the minimum bid or the reserve price equal to the price you charge for that item in your retail store. That way your online customers won't be paying less for an item than your walk-in customers do—and you won't be accused of discriminating against your brick-and-mortar clientele.


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