Fressnapf aiming for more dynamic pricing

The Fressnapf pet store chain intends to adopt a more dynamic price structure both in its online shop and in its bricks-and-mortar stores in the future.
To achieve this it is using the American software Dynamic Pricing. This analyses the prices at Fressnapf and its competitors; a self-learning algorithm then examines which products are more closely price-watched by customers and which are less so.
The software should help Fressnapf to optimise its pricing and could prompt the company to change the price of certain products on a daily basis, for instance if a competitor runs a special offer.