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1、Price Wars 2021 U.S.Which online retailers are beating competitors on price heading into the holiday season?Price Wars:2023 U.K.EditionWhich online retailers are beating competitors on price heading into the holiday season?NOVEMBER 2023IntroductionThe cost of living crisis continues to weigh heavily

2、 on U.K.consumers,squeezing holiday budgets and making price an even more important consideration for where to shop this year.According to a September 2023 study by ShipEngine and Retail Economics,79%of U.K.consumers plan to cut back on non-food spending related to Christmas,a 9%increase from the pr

3、evious year.So where can consumers find the best deals amongst all this cost pressure?And which retailers are best positioned to win with deal seekers?Profitero has the answer.For the fourth consecutive year,weve conducted our Price Wars study,which compares item-level price competition across the U

4、.K.online retail landscape.The study compares everyday online prices on more than 9,700 items in 16 categories across 18 leading retailers,including Asda,Amazon,Argos,Currys,John Lewis and Ocado.Only identical items available and in-stock in the same pack configuration were compared.Data was collect

5、ed daily over 12 weeks(10 July-1 Oct,2023),with daily prices averaged over the full period for comparison.Prices for the same items were collected within 24 hours of each other to ensure validity of the comparisons.To refer to past Profitero Price Wars studies,go to: Predicted to Have 3bn Less to Sp

6、end This Christmas Season as the Cost-of-Living Continues to Impact Budgets”,Business Wire,2023AppliancesBabyBeautyElectronicsFashionFood&Bev(packaged,including Beer,Wine&Spirits)Health&Personal CareHome FurnitureRETAILERS FEATURED IN THE STUDYCATEGORIES FEATURED IN THE STUDY2Household SuppliesOffic

7、e Electronics&SuppliesPet SuppliesSports and OutdoorsTools&Home ImprovementToys&GamesVideo GamesVitamins&SupplementsPRICE WARS:2023 U.K.EDITIONPRICE WARS:2023 U.K.EDITIONTHE BIG STORY:British retailers fight the growing price gap with online retail giant AmazonProfitero published its 4th annual Pric

8、e Wars study,which compares the online prices of more than 9,700 products across various leading U.K.online retailers.The findings confirm Amazon as the lowest-priced retailer for the fourth year in a row,boasting a 14%average price difference compared to rivals.However,British retail brands are not

9、 entirely giving up.British favourites such as Argos,Smyths and John Lewis are keeping prices close enough to stay competitive.Smyths prices for toys and video games were found to be only 2%and 5%higher than Amazons,respectively.John Lewis was only 7%more expensive on average for electronics.And Arg

10、os tied with Currys as only 7%more expensive than Amazon in appliances.“Whilst Amazons low prices are compelling,consumers also place value in brand trust and the convenience of being able to research online but purchase in a physical store where they can see and touch products.These are advantages

11、omnichannel retailers are uniquely able to offer over Amazon”said Mike Black,CMO of Profitero.“That said,British retailers must walk a fine line of keeping prices close enough to Amazon,especially as the cost of living squeezes Christmas budgets.”31:“Cost-of-living prompts discounter switching:56%of

12、 UK shoppers have switched entire weekly shop to Aldi or Lidl”,Pricer Blog,20232:“The Digitally Influenced Shopper”,Profitero,2023British supermarkets are having a more challenging time keeping up with Amazons prices.A sizable gap separated Amazons food and beverage prices from the two biggest groce

13、rs,Tesco(16%)and Sainsburys(19%).Notably,Sainsburys price competitiveness with Amazon declined 9 ppt compared to last year.Price Wars coincides with recent research by Pricer,which found that the vast majority of grocery shoppers(92%)claim to be conscious of price when food-shopping and nine in ten(

14、87%)actively seek out discounts when grocery shopping.Beyond inflation,changing online shopping behavior is also raising the stakes for price competition amongst retailers.A separate July 2023 Profitero study found that 4 out of 10 U.K.shoppers regularly consult a retailers website or app before in-

15、store shopping,with price being the primary area of investigation.One in four consumers reported checking a retailers mobile app or site while shopping in a store,and over a third consulted a competitors website or app during in-store shopping.PRICE WARS:2023 U.K.EDITION4PRICE WARS:2023 U.K.EDITIONO

16、ther key highlights from the 2023 Price Wars studyBest deals in beauty&personal careAmazon maintained a sizable price advantage in beauty where it was 19%less expensive than closest competitor Asda.In health&personal care,Amazon was 17%less expensive than both Argos and Asda who tied for second plac

17、e.5Spirited competitionAlcoholic beverages such as Moet,Gordons Gin,Baileys,and Disaronno are big Christmas party hits.Shoppers may be surprised to learn that Amazon was notably cheaper for festive drinks than the go-to British supermarkets.Christmas day classic,Baileys,saw the largest price differe

18、nce being almost a third cheaper(29%)than Asda,Ocado and Sainsburys who tied for second.The battle for BarbieBarbie Dreamhouse tops many childrens Christmas wish lists following the films box office success earlier this year.Barbie Dreamhouse prices were lower on Amazon 69%of the time and on average

19、 were 6%less expensive than Smyths.Price Wars 2021 U.S.Which online retailers are beating competitors on price heading into the holiday season?Supporting data chartsPRICE WARS:2023 U.K.EDITION7U.K.retailers with lowest online prices for Christmas gifting categoriesU.K.retailers with lowest online pr

20、ices for everyday essentials Source:ProfiteroSource:ProfiteroCategoryLowest priced2nd lowest pricedDifference between lowest&2nd lowestAppliancesTied:7%Electronics7%Fashion9%Sports&Outdoors8%Tools&Home Improvement9%Toys 2%Video Games5%CategoryLowest priced2nd lowest pricedDifference between lowest&2

21、nd lowestBabyTied:11%Beauty19%Food&Bev10%Health&Personal careTied:17%Household supplies7%14%2%16/16Amazons average price differences vs.other retailers in the study Average price difference separating toy prices at Amazon and Smyths(Amazon was the leader)Number of categories where Amazon had the low

22、est online pricesPRICE WARS:2023 U.K.EDITION8How U.K.grocery retailers stacked up compared to Amazon for packaged food&beveragesSource:Profitero5 ppts10%16%Same12%19%6 ppts1 ppt9 ppts13%RetailerAvg.price difference vs Amazon (Amazon was lower)Difference vs.last yearPRICE WARS:2023 U.K.EDITION9Sample

23、 price differences across popular festive alcohol beverages,compared to Amazon over the 3 months study(Amazon was lower)Source:Profitero29%29%30%33%29%18%16%21%NANA17%28%28%17%NA7%17%17%NA21%ProductBaileys Original Irish Cream LiquorDisaronno Originale AmarettoGordons Special Dry London GinMot&Chand

24、on Imprial Brut,75 clLowest priceRead as:Argos online prices in the Appliance category are 7%more expensive,on average,than AmazonSource:Profitero;Notes:Time period=July 10-October 1,2023Competing aggressively(1-5%more expensive)Keeping things close(6-14%more expensive)Not competing(15%+more expensi

25、ve)CategoryAmazonAvg.price difference vs.other retailersArgosAsosBootsCurrysB&QASDAMorrisonsJohn LewisNEXTOcadoAppliancesLowest price8%7%7%BabyLowest price12%12%11%11%16%BeautyLowest price20%20%21%23%19%ElectronicsLowest price9%9%10%7%FashionLowest price24%9%22%26%Food&BevLowest price13%10%12%13%Hea

26、lth&Personal CareLowest price19%17%23%17%20%Home FurnitureLowest price12%12%Household SuppliesLowest price13%7%Office Electronics&SuppliesLowest price14%13%19%10%17%Pet SuppliesLowest price6%10%Sports&OutdoorsLowest price9%10%Tools&Home ImprovementLowest price11%9%13%Toys&GamesLowest price8%11%10%7%

27、Video GamesLowest price12%13%7%Vitamins&SupplementsLowest price28%28%AVERAGES14%12%22%25%10%13%12%12%12%26%17%Blank spots indicate the retailer was not included in the study for this category.Continued on next page2023 Price comparison heat map:Online prices of select retailers compared to Amazon pr

28、ices(page 1 of 2)10PRICE WARS:2023 U.K.EDITION11PRICE WARS:2023 U.K.EDITIONLowest priceRead as:Sainsburys online prices in the Beauty category are 26%more expensive,on average,than AmazonSource:Profitero;Notes:Time period=July 10-October 1,2023Competing aggressively(1-5%more expensive)Keeping things

29、 close(6-14%more expensive)Not competing(15%+more expensive)CategoryAmazonAvg.price difference vs.other retailersSainsburysSmythsSports DirectTescoVERYZalandoZooplusAppliancesLowest price8%10%BabyLowest price12%11%BeautyLowest price20%26%26%ElectronicsLowest price9%10%FashionLowest price24%22%32%Foo

30、d&BevLowest price13%19%16%Health&Personal CareLowest price19%25%24%Home FurnitureLowest price12%Household SuppliesLowest price13%18%16%Office Electronics&SuppliesLowest price14%Pet SuppliesLowest price6%2%Sports&OutdoorsLowest price9%8%Tools&Home ImprovementLowest price11%10%Toys&GamesLowest price8%

31、2%9%Video GamesLowest price12%5%18%Vitamins&SupplementsLowest price28%AVERAGES14%24%4%8%22%13%32%2%Blank spots indicate the retailer was not included in the study for this category.2023 Price comparison heat map:Online prices of select retailers compared to Amazon prices(page 2 of 2)12PRICE WARS:202

32、3 U.K.EDITIONRead as:Argos online prices in the Appliance category are 11%more expensive,on average,than Amazon.co.ukSource:Profitero;Notes:Time period=11 Jul-22 Oct,2022CategoryAmazon.co.ukAvg.price difference vs.other retailersArgosASOSBootsCurrysAsdaJohn LewisMorrisonsNextOcadoSainsburysSmythsTes

33、coVeryZalandoAppliancesLowest price9%11%8%12%BabyLowest price9%14%8%8%9%11%BeautyLowest price17%19%12%21%21%19%29%ElectronicsLowest price9%13%11%6%11%FashionLowest price19%11%19%24%18%25%Food&BevLowest price7%5%12%7%10%15%Health&Personal CareLowest price17%20%18%20%14%17%24%Home FurnitureLowest pric

34、e11%11%Household SuppliesLowest price12%10%9%13%Office Electronics&SuppliesLowest price15%16%17%8%17%Pet SuppliesLowest price9%9%Sports&OutdoorsLowest price11%11%Tools&Home ImprovementLowest price13%9%19%Toys&GamesLowest price11%13%6%10%5%15%Video GamesLowest price16%19%6%20%Vitamins&SupplementsLowe

35、st price24%24%AVERAGES13%13%13%21%11%11%10%12%24%10%15%5%22%14%25%Blank spots indicate the retailer was not included in the study for this category.From Profiteros 2022 Price Wars study:Online prices of select retailers compared to Amazon pricesLowest priceCompeting aggressively(1-5%more expensive)K

36、eeping things close(6-14%more expensive)Not competing(15%+more expensive)New data point for this year:Low Price ReliabilityThe%of times Amazon had lower,same or higher prices as other retailers whenever we checked With more UK consumers price-comparing across retailers before buying,its vital for re

37、tailers not only to have the largest average price discounts but also“appear”to be the most affordable option whenever a consumer decides to shop.The more frequently a consumer finds a retailer offering lower prices than others,the more theyll perceive that retailer as consistently cheaper,making it

38、 their go-to choice,both initially and ultimately.To capture this consumer perspective,weve introduced a new metric:“Low Price Reliability”(LPR).Low Price Reliability quantifies how often Amazons prices match,undercut,or exceed those of another retailer when we conducted daily comparisons,as opposed

39、 to calculating the average price difference across all the days in our study.How this specific metric is calculated:For our study,we conducted daily price comparisons of like-for-like items across various retailers over a 12-week period.Each day,we categorized instances where the same product was a

40、vailable on both Amazon and another retailer into three groups:“Same Price,”“Higher Price,”or“Lower Price.”To ensure the datas validity,we applied statistical significance criteria.We then represented these instances as percentages of the total.Only instances with the product available on both Amazo

41、n and the other retailer were considered,ensuring direct product comparisons.13PRICE WARS:2023 U.K.EDITION1:“Share of shoppers who usually compare prices before buying online in the United States as of August 2022”,Statista,2022RetailerAmazon Had Lower PriceAmazon Had Same PriceAmazon Had Higher Pri

42、ceNext UK89%10%1%Zalando85%13%2%Sainsbury83%16%1%Boots78%22%0%Asos77%22%1%Tesco76%24%0%Argos68%30%2%Ocado66%34%0%John Lewis63%37%1%Very62%36%1%B&Q62%32%5%Currys58%42%1%Morrisons58%41%1%Asda55%43%1%Sports Direct44%50%7%Smyths Toys39%55%6%Zooplus31%67%2%Study methodologyEach day,Profitero monitors pri

43、ces and other data on more than 70 million product pages across thousands of unique retailer sites.For this study,Profitero analysed online prices on 9,700 items collected from 10 July,2023 to 1 October,2023 at Amazon.co.uk and other leading U.K.retail sites across 16 categories featured in this rep

44、ort.Online prices were collected daily from each retailer.The study only compares prices collected on the same day,with both retailers instock.Items were collected from retailers and matched to Amazon.Wherever possible,products had enough reviews on Amazon and/or retailers in the last 4-6 months to

45、be considered.Items were matched exactly.Profiteros methodology includes comparing online prices between retailers only on items that are identical(same UPC,brand and pack configuration).Where prices were unavailable for both retailers on the same day for matched items(as in the case of out-of-stock

46、s at one retailer),items were excluded from Profiteros comparison.Price gaps were calculated at the product level on a daily basis and indexed to Amazon U.K.Then,an average of the price gap for all items in each category was taken for each day for each retailer.Lastly,these daily average price gaps

47、by category were averaged for each month.This approach avoids the misrepresentative impact that high price-point items can have when the percentage difference between“average prices”is compared.Profitero collected prices that were listed on retailer website Product Detail Pages without loyalty crede

48、ntials.Number of Amazon SKUs refers to the number of items sold by Amazon.co.uk(excluding third-party sellers)analysed for the study.Time period 10 July,2023 to 1 October,2023 Featured categories Appliances,Baby,Beauty,Electronics,Fashion,Food&Bev,Health&Personal Care,Home Furniture,Household Suppli

49、es,Office Electronics&Supplies,Pet Supplies,Sports&Outdoor,Tools&Home Improvement,Toys&Games,Video Games,Vitamins&SupplementsData collection Daily frequency Matching Exact matches(same items only)Retailers(online sites)Amazon UK,Argos,Asos,Boots,Currys,B&Q,Asda,Morrisons,John Lewis,Next UK,Ocado,Sai

50、nsbury,Smyths Toys,Sports Direct,Tesco,Very,Zalando,Zooplus Price comparisons Prices collected on the same day,in-stock,averaged over the full periodSummary14PRICE WARS:2023 U.K.EDITIONProfitero is the leading global commerce acceleration company offering a flexible suite of intelligence-driven solu

51、tions so that brands can grow profitably.Our integrated digital shelf analytics,shelf-intelligent activation and advisory services empower brands to optimize product availability,discoverability,and maximize conversions across 1,000+retailers in 70+countries.Profiteros Open Commerce Ecosystem makes

52、it possible for retailers,agencies and tech providers to combine digital shelf data insights with their own solutions,eliminating data gaps and unlocking incremental value for brands.CONTACTFor more information,email or visit .About ProfiteroHear how customers work with Profitero to democratize eCommerce:RESOURCES GUIDEDownload our Digitally Influenced Shopper reports 16PRICE WARS:2022 U.S.EDITION