Research on Pricing Strategies based on Online and Offline Omnichannel Sales

Abstract

With the rapid development of e-commerce and shifts in consumer shopping habits, the online-offline omnichannel retail model has emerged as the dominant trend in the retail industry, particularly in the Chinese market. Consumers’ shopping paths have become increasingly diversified. Retailers are now tasked not only with optimizing the in-store shopping experience but also with confronting intense price competition on e-commerce platforms. Against this backdrop, determining appropriate pricing strategies for the omnichannel environment has become a pressing challenge for businesses. This paper examines the coordination mechanisms and conflict resolution for pricing across online and offline channels. By analyzing market data, consumer behavior, and existing literature, it explores how flexible pricing strategies can enhance a company’s market competitiveness and profitability. Research indicates that online consumers are generally more price-sensitive, whereas offline shoppers place greater emphasis on tangible product experience and brand value. Consequently, retailers should implement differentiated pricing strategies tailored to the specific needs of different channels and consumer segments. Meanwhile, data analytics and big data technologies provide precise support for pricing decisions. This study offers a theoretical foundation for retailers to optimize their omnichannel pricing strategies and recommends adopting intelligent pricing systems and agile price adjustments to improve sales conversion rates. In the future, the application of AI and big data in omnichannel pricing will further drive development and innovation in the retail industry.