Industries : Games, Toys

Games & Toys industry - price monitoring in such a fragmented market

We monitor ToysRUs prices for our clients
ToysRUs - monitored by over 30 Price2Spy clients

Games & Toys: Price2Spy acquired its first clients from this industry back in winter 2012, meaning that over the time we have accumulated significant experience on challenges the retailers / brands in this demanding industry face.

What we have learned from various markets (no matter if it's Benelux, Turkey, Singapore or Eastern Europe) is that the product assortment changes very frequently, as brands compete with each other by introducing new products. The same counts for competitor / retail sites - already fragmented market gets more and more small players on a daily basis.

Furthermore, as of 6 months ago, we have started working with some major names in gaming industry, requiring dedicated resources for continuous product matching across international marketplaces / individual retail sites - in order to achieve better market control globally.

As for product matching - although we have worked with manufacturers who are in position to supply part numbers (either EAN or MPN or UPC) - we have learned that retail sites hardly ever make use of such unique identifiers on their sites, making manual product matching as practically the only viable solution. Some of our clients did the matching themselves, while others relied on Price2Spy team to do it instead.

Price2Spy reports and dashboard will make your life easier by enabling you to quickly check various aspects of your competitive landscape by many different segments (e.g. brands,  product categories). Easily drill down to the product details at any time - price history chart will show the development of prices over time, so you will easily recognize important patterns in your competitors' pricing behavior (for example: who's setting price trends / who's following).

Best price monitoring practices

HayNeedle - monitored by Stealth IP
HayNeedle - monitored by Stealth IP traffic

Here is how Price2Spy can help product managers from this industry

  • The number of competitor sites monitored is usually between 5 and 20. In case of manufacturers / brands, this can grow much much higher (over 200 individual sites monitored);
  • Monitoring marketplaces like Amazon and Ebay (in markets where Amazon / Ebay operate)  is typically a must (usually for the cheapest price offered). In some cases several different sellers on Amazon are monitored individually - in order to ensure full pricing analytics on these channels as well;
  • Number of individual products (SKUs) is usually less than 2500 (very few clients monitor their full product range). This makes manual product matching quite acceptable (both in terms of cost and time);
  • Price change alert emails are the most commonly used way of monitoring the price changes (in certain cases combined with Automated Price matrix report);
  • Use Pricing Strategy module to identify products with price increase / drop opportunities - it will result in a clear and interactive list of products and suggested pricing changes;
  • Furthermore, most recent price changes (per brand or category) can be spotted via Pricing Dashboard;
  • The same goes for the share of cheapest products per site;
  • Manufacturers using Price2Spy are relying on MAP module to automatically detect their retail sites that are in violation of minimal advertised price.