Worksheet · B2C: Consumer Pricing Health Check
Estimate elasticity for your twenty biggest products
Your own price plotted against your own units mixes in season, promotions and whatever competitors did. Customers judge a price against something: what they paid last time, or the nearest competitor. This sheet names that reference for each product, estimates elasticity against it and plans one clean test. It builds the Competent step of the check:
Elasticity is estimated from granular history against a stated reference price (the price the customer last paid, or the nearest comparable competitor's), by product and channel.
Step 1. Name the reference price
| Product | Reference price (last price paid, or nearest competitor) | Why this one |
|---|---|---|
| e.g. Product 5 | Competitor A's online price | Customers check it on their phones in store |
Step 2. Estimate by product and channel
Use weekly or daily data. Remove promotion weeks, stock-outs and holiday weeks, or model them separately.
| Product | Channel | Change against the reference (%) | Weeks | Unit change (%) | Elasticity (unit % ÷ price %) | What you removed | Confidence |
|---|---|---|---|---|---|---|---|
| e.g. Product 5 | Online | +6% | 10 | -9% | -1.5 | Two promotion weeks | Medium |
Elasticity differs by region, channel, time of day or week, and customer group. Record it separately where the data allows.
Step 3. One clean test this quarter
| Item | Plan |
|---|---|
| What we expect to learn | |
| Test group (stores, region, channel or time window) | |
| Matched control group | |
| Price change | |
| Weeks | |
| Measure (units, margin dollars) | |
| When we stop early | |
| Owner |
Done when: elasticity for your twenty biggest products is estimated by product and channel against a written reference price.
Adapted from our own elasticity study (Deloitte, 2015).
From the B2C: Consumer Pricing Health Check. Your report links the sheet for each of its moves.