A competitor is lowering its prices three kilometers away. 76% of French people research online before making a purchase or visiting a store (Shopfully, State of Shopping 2025): news of the neighbor’s price cut spreads before it starts to affect your foot traffic. The instinct to match prices across the entire aisle—with no end date—costs far more than the price cut itself and invites the competitor to retaliate.
White paper
Local Competition: Adjusting Prices Without Triggering a Price War
This white paper proposes a method for adjusting prices based on the catchment area without entering a downward spiral: determining what to adjust, by how much, and for how long—and then avoiding sending competitors a signal that prompts them to respond. Verified figures from 2025 and 2026 (FMB and Inoha, NielsenIQ, CNAC, Shopfully, OpinionWay, and Ipsos BVA for Bonial, Simon-Kucher).
By downloading it, you will discover
- How to Map a Store's Catchment Area Based on Travel Time and Identify Competitors' Best Prices
- How to distinguish between a one-time transaction, a long-term repositioning, and a liquidation before setting a price
- Which products should be addressed, by how much, and for how long, with a specific example of the cost of a general alignment
- Six Rules for Responding to a Price Cut Without Triggering a Price War, and What Your Competitor Takes Away from Your Response
- Eight metrics and a 90-day plan to measure each response to pilot stores
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