DIGITALISATION OF PRICING METHODS TO DETERMINE THE OPTIMAL PRICE

Abstract

The article discusses modern approaches to pricing in the context of digital business transformation. The author discusses the impact of artificial intelligence, dynamic pricing and personalisation on the development of optimal pricing strategies. The article reveals how machine learning algorithms allow businesses to effectively analyse large amounts of data and accurately predict market trends. Focusing on dynamic pricing, in the context of the digital environment, it is revealed as a strategy that allows companies to respond quickly to changing market conditions and effectively adapt prices to demand and competition in real time. A specific feature of the article is the analysis of the impact of personalisation on price offers. Taking into account the individual needs and buying habits of customers allows businesses to create unique pricing strategies that increase customer loyalty and satisfaction. Personalisation of price offers and experimentation with different strategies are also identified as key factors in optimising pricing. This article serves as an important reference for those seeking to understand how digital tools are shaping a new approach to effective pricing management in today's business environment. Overall, the digitalisation of marketing pricing methods not only ensures greater accuracy and efficiency in pricing, but also opens up new opportunities for businesses to adapt to changing market conditions and meet individual customer needs. Businesses can use digital platforms to hold auctions or listings for their goods or services. This not only creates competition among buyers, but also allows them to effectively determine the optimal price based on real demand. The digital transformation in marketing pricing opens up new opportunities for businesses to determine the optimal price of goods. The use of analytics, personalisation, dynamic pricing and other digital tools allows businesses to maximise profits by adapting to rapidly changing market conditions. The development of digital pricing strategies is setting a new standard for effective pricing management, allowing companies to remain competitive in today's digital business environment.