Retail pricing strategy for supply chains: Literature review and research opportunity

Pricing strategy is a method for retailers to compete in the market. The success of the strategy implementation depends on several factors, such as customer behavior, market competition, and retailer formats. Suppliers’ existence is also important to consider in assessing the effectiveness of the retail pricing strategy, mainly when the strategy is analyzed from a supply chain perspective. This paper provides a review of the retail pricing strategy for supply chain. The review is focused to three factors that are prominent to retail pricing. They are retail price promotion, retail format, and customer preference. The price promotion strategy is highlighted here because this approach is frequently applied than the other pricing strategies known in literature. The result of this study informs the existing literature about pricing strategy at the retailer level. This study also confirms that there is still limited work in retail pricing strategy, which implements the supply chain point of view.